Why did you want to partner with Bridal Buyer for The Wedding Dress of the Year?

We’re thrilled to be partnering with Bridal Buyer on the Wedding Dress of the Year award. As the UK’s leading wedding show, we have direct insight into what real brides are looking for and we saw a fantastic opportunity to bring that consumer voice into the heart of the industry. By working with Bridal Buyer, a publication that champions the business of bridal fashion, we’re bridging the gap between designers, retailers and the end customer. It’s our way of showing support for the industry, while also helping shape it through real, meaningful engagement.

Why do you think initiatives like WDOTY are important? Why is it important to celebrate innovation and design through awards like this?

The Wedding Dress of the Year Award shines a spotlight on the creativity, craftsmanship and innovation driving bridal fashion forward. Awards like this help recognise the incredible work happening behind the scenes while also surfacing the styles that truly resonate with modern brides.

At a time when bridal fashion is evolving faster than ever, celebrating standout design isn’t just inspiring, it’s essential. It encourages innovation, sets benchmarks and highlights the value of design-led thinking in an increasingly competitive market.

How will you be encouraging real brides to take part in the voting process?

We’ll be driving awareness across all The National Wedding Show touchpoints, from our website and social media channels to direct emails to our database of actively planning brides. Brides will be able to view the shortlisted gowns and cast their votes. By making the voting experience part of their show journey, we’re creating a moment of excitement and giving brides a sense of ownership in the bridal fashion conversation.

What excites you most about announcing the winning dress - and do you have any plans to reward one lucky bride who votes for the winning piece?

What excites us most is seeing which gown captures the hearts of real brides. It’s a true reflection of what’s inspiring them right now. The winning dress will represent not just great design, but emotional connection and we’re proud to help celebrate that moment. And yes, one lucky bride who votes for the winning wedding dress, will win the piece for their own big day! The winner of The Wedding Dress of the Year will be announced on Monday 15th of September.