Although Jenny Packham is about as cutting-edge as bridal gets, you might be shocked to learn that the brand was actually first established way back in 1988. It’s a stalwart, and yet, the label has absolutely revolutionised the market in recent years – without Packham’s innovative input, heavily embellished gowns most likely wouldn’t have come to define the latter half of the last decade’s bridal fashion.
It’s testament to the designer’s commitment to keeping her collections as fresh and relevant as possible that the company feels so youthful. “The Jenny Packham bride is international, elegant and informed,” Jenny considers. “Her style cannot be singularly defined; her influences are diverse.”
The 2020 range, called ‘Inspired by Her’, takes its cues from the capital cities of Paris, Buenos Aires and New York, translating these fast-paced, metropolitan hubs into a line of cool, contemporary pieces, fit for the urban bride Jenny so often attracts.
“Paris is renowned for its fin-de-siecle grace and haute-couture heritage, and so you’ll find draped chiffon, finely pleated tulle and delicately embroidered organza,” says Jenny.
“Elsewhere, there’s bias-cut crepes and plunging necklines, paying homage to Buenos Aires’ sensuality and soul, while references to New York’s high-octane glamour come in the form of dipped hems, crystal-adorned mini-dresses and ostrich feather trims. These are sophisticated dresses for a sensational party.”
“Jenny Packham is one of our all-time favourite designers,” says Huda Abdulgader of Pan Pan Bridal in Edinburgh. “We just adore her unique approach. At the moment, she’s starting to branch out from her instantly recognisable, deceptively simple silhouettes, experimenting more with feathers and ruffles, yet is still incorporating those beautiful embellishments for which she’s known.
“This season, exquisite capes are making an appearance, so if you’re looking for a cropped, sparkling number to cover your shoulders or a trailing masterpiece, she’s the designer for you. Equally, if you’re a fan of her more classic styles, fear not, as she also carries a range that revisits and reworks some of her popular designs from the past.”
Find the label at Pan Pan Bridal, Edinburgh and Perfect Bridal Rooms, Aberdeen