INTERVIEW: London Boutique Welcomes Back Designer Stephanie Allin

So, you’re returning to Morgan Davies with the very romantic Love Stories collection. What can we expect?

“It’s great to be back! This collection is all about shape – and revisiting my 34-year pattern library to find the materials known to make a bride fall in love with her shape and overall look. I wanted to show design excellence at its best, with precise pattern embellishments like the pretty petals featured on Monroe  and Georgia”

Is today’s Stephanie Allin bride the same that you first designed for in 1994?

“I like to say that good design always draws on its heritage. I remember visiting Harrogate Bridal Show in the 90s, with dresses featuring big skirts and big bows. While history tends to repeat itself, the design technique will always develop. A strapless bustier designed 20 years ago would not be designed in the same way today.”

Where did you first learn the craft of bridal design?

“After leaving art college in the early 90s, I wanted the chance to learn the true dexterity of design, and what it means to be a perfectionist. My final collection at college opened many doors for me to work with gifted British designers for over several years. During this time, I was able to learn and develop my own individual handwriting for couture design”

And then came that one famous meeting…

“Oh, yes, the connections of the fashion world! I found myself driving to Harrods with six gowns in the back of my car. Their buyer purchased two of my designs there and then. The continuous sales helped me to acquire funds to set up my design studio which is still here to this day in my wonderful hometown of Mumbles, Wales”.

 “A Stephanie Allin bride is timeless, effortless, traditional but still fashion forward”

What has been your most rewarding moment as a bridal designer?

“One of the designs sold to Harrods; Unicorn, which success helped to get brand exposure and expand my business. Also, my team. I’m very honoured to still be working with my first employee from the very beginning. We’ve experienced the real world of bridal together and have enjoyed every second!”

What’s your go-to advice for brides to be?

“How you feel in your dress is YOUR decision! Today, too many brides think about the ‘Instagrammable’ factor of their dress, without thinking of themselves first. Let the collection be a love story between you and your womanhood. You will always hear ten different opinions, but your heart will tell you the most important one.”

To see which dresses are now available to try in our London store, please click here  To book an appointment, please call 0207 2533007 or email

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