If there is a name that feels synonymous with bridesmaid fashion, it’s Dessy – who will show their new season styles at Bridal Week this September. Founded in 1939 as a bridal headpiece business, The Dessy Group has played a pivotal role in defining how bridal parties look, feel and celebrate. Dessy started life as a bridal headpiece business, and the New York-based company has now grown into one of the most recognised names in wedding party fashion.

At the heart of that evolution is Cynthia Dessy, Chief Creative Officer and designer. She has a philosophy of "chic simplicity" that has helped guide the company through changing trends and shifting consumer expectations. While heritage remains important, Dessy’s continued success comes from its ability to evolve alongside modern brides and what they want for their maids. 

Personalised Party Fashion 

Cynthia tells us that the traditional image of identical bridesmaids standing in matching dresses has been steadily replaced by something far more personal. In fact, she muses that today’s bridal parties are embracing individuality (just like brides are), and designers are responding with collections that prioritise flexibility and self-expression. “2026 is about elevated individuality,” she says. “So the story we’re telling is one of cohesion through intention, not through sameness. The details are bolder and more fashion-forward than anything we’ve done: oversized bows that feel sculptural, dramatic puff sleeves with gorgeous volume, and draped wrap designs that are incredibly flattering. One of my favourites is our new structural U-wire neckline, a modern, almost architectural detail that gives the bodice a beautiful, clean frame.”

That sense of individuality extends beyond silhouette into colour, texture and print, too. And while bridesmaid palettes were once dominated by a handful of predictable shades, today’s brides are taking a far more curated approach. “Colour is one of the most exciting conversations in bridesmaid fashion right now,” says Cynthia “For years the palette was quite predictable – blush, dusty rose, navy. While those are beautiful and will always have a place, what we’re seeing in 2026 is a real appetite for range and personality.”

The growing popularity of individual dressing has played a significant role in that evolution, giving bridal parties more freedom than ever before. “That connects directly to the mix-and-match movement, which is one of the most exciting shifts in bridal party fashion in a generation. A bride might choose espresso and cloudy blue as her anchoring tones and then let each bridesmaid select the silhouette, fabric, and shade she feels best in.”

Prints, jacquards and statement details are also helping bridesmaids embrace fashion in a way that feels intentional rather than purely functional. “It’s a wonderful evolution, and I think it reflects something larger happening in wedding culture, bridal parties want to feel fashionable, not just appropriate.”

Looking Ahead

In the future, Cynthia believes the definition of bridal party dressing is set to become even broader. Increasingly, the focus is shifting beyond bridesmaids to encompass every important person attending the wedding, from mothers of the couple through to wedding guests themselves. This wider approach reflects changing consumer expectations and creates exciting opportunities for brands in the occasionwear space. “I think 2027 is going to be the year the definition of ‘bridal party fashion’ expands dramatically. We’re already seeing it – the conversation is no longer just about bridesmaids. It’s about the entire wedding wardrobe, every person who matters to the couple on that day.”

One area experiencing particularly strong growth is mother-of-the-bride and mother-of-the-groom fashion, categories that Cynthia believes have been overlooked for too long. “That’s a big part of why we’ve been growing so significantly in mother-of-the-bride and mother-of-the-groom dressing. It’s a category we’re deeply passionate about, and frankly, it’s been underserved for too long.”

_{WORDS Anna-Marie DeSouza}