Flagship case study
TH&TH
A modern, female-founded bridesmaid brand built on fashion-forward, size-inclusive design. Designed, developed, produced and art directed in-house.
- Trend/
- Concept/
- Colour/
- Fabric/
- Design/
- Development/
- Production/
- Art direction/
- Campaign/
- Brand
The Brand
TH&TH began in 2014 when one of the founders, planning her own wedding, couldn't find bridesmaid dresses that matched the prestige of her vision — a Valentino or Elie Saab look without the £8,000 price tag.
The first dresses were a wedding gift. When the photographs went up on social media, magazines came asking who made them. Three friends invested £5,000 each, made a collection of 60 dresses, built a small website and an Instagram page. Kitty came on board as Co-Founder and Design Director.
The Idea
Bridesmaid dresses had a bad reputation: outdated, ill-fitting, frumpy, bought under pressure from boutiques with long lead times and non-returnable clauses.
The idea was to design for bridesmaids as individuals — fashion first, colour led, properly made, rewearable, and priced so a bridal party could actually say yes.
- Fashion-first bridesmaid design
- Feel like yourself
- Mix and match colour
- Modern femininity
- Rewearability
- Accessibility
Design DNA
Trend & Colour
Runway, luxury and bridal trend direction read alongside emerging cultural shifts, forecast 9–12 months ahead of season and converted into product and commercial decisions ahead of the category.
Colour developed as a bridal party palette: shades that work photographed together, and sell individually.
Design Process
- Trend
- Idea
- Sketch
- Colour
- Fabric
- Toile
- Fit
- Detail
- Final garment
Technical Development
Construction, fit and finish held to a couture-adjacent standard in partnership with factory teams — closing the gap between design intent and delivered product.
Technical drawing, grading across UK 4–28, fit sessions and sampling comments: the part of design that decides whether a beautiful idea can actually be made.
Production
Working directly with a factory network spanning accross China, India, Vietnam and Sri Lanka.
Art Direction
Campaign concept through delivery — creative and art direction, photoshoot production, on-set direction and launch planning.
Every collection arrived as a world rather than a product list: location, casting, styling, light and movement chosen to carry the design idea.
Campaign
Digital & Social
Demand built organically through community-led growth, with performance marketing layered on only once the model had proven commercially viable — protecting brand equity while compounding growth.
The customer base became an unpaid extension of the marketing function, sharing reviews, DMs and their own wedding photography unprompted.
Brand Building
Long-term creative vision, visual identity and product strategy set across every customer touchpoint, establishing the creative standards the team designed against each season.
An in-house creative team and agency partners built and led, scaling process and structure to match the pace of the business.
Ten years of trade presence, including One Fine Day Bridal Market in New York and major bridal trade shows, and a decade of direct conversation with thousands of brides.
Press
Designs featured in Vogue Italia, Tatler, Who What Wear, Elle and more; worn on red carpets and selected for some of the highest-profile celebrity weddings of the decade.
Results
Grown from zero into a brand sold through 30 retailers globally, including Selfridges, averaging 86% year-on-year growth.
Styles routinely sold out, some carrying waitlists before they had even landed.
Led the business through acquisition and exit, then served over a year on the board of the 200-strong acquiring organisation, embedding the brand for its next chapter.