I often find myself lamenting modern wedding culture with friends. Wedding guest dresses that tow the line between elegant and appropriate are increasingly hard to find, hen-dos cost an arm and a leg and overseas weddings even more so. By your late twenties, the cycle of it all never really seems to end.
No matter, brides undergo considerably greater levels of stress before the big day. Unearthing the perfect bridal gown is a feat in itself, let alone knowing where to source the flowers, photographers and bridesmaids dresses. To match or not to match? That is the question.
Thousands of pounds are poured into ensuring all runs smoothly. But the question remains - what happens after? Most of the time, the wedding gown - the cause of so much anguish and stress - is relegated to the back of the wardrobe. Likewise, the photo albums either gather dust on the bookshelf or are endlessly rehashed on social media, often to what feels like no end for those still unwed (a gentle reminder that everything in moderation applies here too, wifeys.)
© FlorrieThe pristine white bridal shoes, be them Manolos or Mango, have likely seen better days after a night of champagne-fuelled frolicking. Now scuffed with memories of an epic night out, they pose the same question of ‘well, what to do with you?’
Thankfully, Florrie London has the answer. The luxury shoewear brand has teamed up with Loom to launch a shoe dyeing service - the perfect hack for newlyweds wanting to wear their cherished wedding day heels time and time again.
We spoke to Florence Dowley, founder and creative director of Florrie, who told us all you need to know about the innovative new technique to have firmly on your sartorial radar this year.
What is Florrie's new dyeing service and what does it offer?
One of our core principles as a brand is to create shoes women will wear for life not just a season. I wanted the same from our bridal collection and a lot of our styles work just as well with jeans as they do with a wedding gown. The style I was struggling with was the satin pump which feels very bridal and lends less well to re-wear, so I sent a pair of to be dyed to try it out and loved the result.
You send us your shoes post wedding, choose the colour you’d like, and we dye them and send them back. The dyeing process will hide any marks you might have got on the shoes at the wedding.
Why is the service helpful for brides?
It’s great for brides who want to invest in a lifetime purchase. The shoe becomes so much more versatile than a classic bridal shoe. You don’t have to worry about ruining the shoes on the night with stains because they can all be covered later. It is really lovely for brides to be able to re-wear something from their bridal look because it’s unlikely you’ll re-wear the gown.
How much does it cost?
The service costs £150 and you have a pair of shoes you can wear again and again.
What materials qualify for the service?
Satin and lace. The Salon D’orsay pump in satin which is our best-selling bridal style, the Lucia Mule in satin and the Honour Slingback in lace.
What is one thing that brides often get wrong when selecting their wedding day shoe?
Choosing a heel that is too high. You have to remember you will be wearing them for 10-12 hours and if they are too high, you’re feet will be aching and you won’t want to dance. You have to feel comfortable walking when you are going down the aisle. 7.5cm is our highest heel and it is the highest your foot can naturally bend to without overextending which means you won’t get an ache in the ball of your foot. We also put 2mm of padding under the insole to cushion your foot.
Are you seeing more demand for non-traditional colours or materials for wedding day heels?
It’s such a personal thing and depends so much on the bride. I love that because you want to feel someone’s personality through what they’re wearing. We have such a mix of women, some want a really classic bridal look and some want to play with different colours. We’re seeing a lot of women choosing metallics so silver and gold. It works so well with white but is also so easy to wear again after the wedding.
What do you hope a bride feels the moment she first puts on your heels?
The comfort. So many women are resigned to feeling uncomfortable in heels and they don’t have to be they just haven’t tried on the right shoes. There are so many reasons that ours are really comfortable and you will only know that once you’ve tried them.
