After launching her first line at Bridal Week Harrogate back in 2022, the Josephine Scott label, created by British designer Josephine Parkhill, has delivered the most stunning collections each season ever since. The success of the main line led to the development of sister label, Avenue by Josephine Scott.

Collection notes

Through the Avenue line, Josephine’s signature style is brought to life in a fresh and fashion-forward way. It is all about clean lines, timeless luxury and contemporary refinement. The latest collection, VOL. 2/25, has a focus on sleek lines with attention paid to fabrics – how they are used and mixed – the cut, drape and fresh ways with detailing. 

“The collection is designed to be evolutionary, with co-ordinating pieces that can be interchanged to develop a modern bride’s look from the pre-wedding dinner, through the wedding day and into party styles for the evening,” says Josephine. 

Style of the week: Waldorf 

The body-skimming silhouettes of the new collection have that timeless edge, but are undeniably fresh and contemporary. Our favourite style is Waldorf, with its soft and fluted shape with a dramatic train: “Long enough to be a statement, yet short enough to be manageable for a variety of venues,” explains Josephine. “The silhouette appears to be effortless, yet emphasises a feminine curve beautifully.”

She tells us that Waldorf’s fabric is a sumptuous soft satin twill crepe, which is heavy and soft enough to feel luxurious, yet still allows for the wearer to feel comfortable and covered. Another highlight is the exquisite lace appliqué bodice: “The unique lace is made from individual appliqués of georgette and embroidery thread, that have been carefully placed to add a modern, demure neckline.” 

Wedding dress design: Behind the seams 

In terms of design inspiration and evolution, the lace was the starting point for Waldorf. “It is 3D enough to add a modern difference, yet flat enough to mould the body and add flattering shaping. The shape of the flowers works perfectly along the neckline and blends into a variety of accessories, which allows brides to crate their own look,” says Josephine.  

Creating an individual style is made simple thanks to the additional elements that can be blended together to form a different Waldorf vision. We adore the high-neck lace jacket, and the unique and elegant stole. And then, the final change up – the Cece gown is a short take on Waldorf, and co-ordinates with the same accessories. “They provide the opportunity to build and transition the look,” says Josephine.