Gemma Sort Chilvers, a stylist and daughter of shoe designer Penelope Chilvers, fell head over heels for a minimalist wedding dress from The Own Studio. The drop-waist silk gown, with its full skirt and train, exuded elegance and effortless style. But what truly captivated Gemma was the potential for this dress to transcend its singular purpose. “I thought, ‘This would be so cool in another colour,’” she shared, envisioning a future where her wedding dress wouldn’t be relegated to the back of the closet.
After her wedding in Spain’s Costa Brava, Gemma embarked on a quest to find someone who could dye her dress. The journey proved challenging, as she discovered a limited number of services specializing in this unique transformation. Finally, she found Nicola Killeen Textiles, a company renowned for crafting costumes for television, film, theater, and ballet. Convincing them to take on this project, however, was no easy feat. “I had to really twist their arm to do it for me,” Gemma explained, acknowledging the sentimental and financial value of a wedding dress, as well as the potential risks associated with dyeing such a delicate garment.
Fortuitously, Gemma had kept a piece of spare fabric from the dress after alterations, allowing her to test the dyeing process. Her initial choice of pink proved slightly brighter than anticipated, prompting her to test a different shade. The results were impressive, showcasing the dye’s ability to transform the fabric beautifully. With confidence, she decided to proceed with the dyeing, and the outcome was nothing short of spectacular. The final shade, a soft baby pink inspired by Gwyneth Paltrow’s iconic 1999 Oscars dress, exceeded all expectations.
Gemma’s excitement to showcase her newly transformed dress was palpable. She eagerly wore it to a friend’s wedding in Sicily, where it was met with awe and amazement. Guests couldn’t believe their eyes, remarking on the dress’s stunning transformation. “They did a double take and were like, ‘No way – is that your wedding dress and you’ve re-dyed it?’ They thought it was amazing,” Gemma recounted.
Her husband, Jake, also embraced the spirit of re-wearing, opting to reuse his wedding suit for the Italian nuptials.
Gemma’s vision for her dress extends beyond the pink hue. She already has plans to dye it black for her 40th birthday, perhaps with a red iteration in between. “I think I can get a few more years [out of the] pink, and then my plan is definitely to go for black and a midi [length],” she shared. “[I’ll have it in] black as my forever chic piece.”
Gemma’s bold move has inspired countless brides to explore the possibilities of re-wearing their wedding gowns. This growing trend has not gone unnoticed by eco-minded wedding dress designers. Rosie Williams and Jess Kaye, co-founders of The Own Studio, recognize the importance of re-wearability in sustainable fashion. “Re-wearability is something that’s hugely important to us and our brides, so we predominantly work with fabrics that can be dyed afterwards, or silhouettes that can be easily adapted,” they explained.
Gemma’s advice to brides considering re-dyeing their gowns is straightforward. “Make sure the dress is a shape you’re able to rewear again, or look at where you can alter it,” she notes. “And make sure you’re able to test the fabric before going fully in with the dress!”
Gemma’s story highlights a burgeoning trend towards sustainable fashion in the wedding industry. By embracing re-wearability and repurposing their wedding dresses, brides can reduce waste and create a lasting legacy, ensuring their wedding dress remains a treasured piece for years to come.
