Celebrated for her distinct flair for uniting timeless elegance with a discerning modern sensibility, Sassi Holford’s fanciful gowns have been the go-to for weddings and red-carpet events for more than four unquestionably stylish decades – an impressive feat for a self-taught designer who, at 17 years old, serendipitously fell into design after making a wedding dress for a friend in need.
An icon of British fashion, the multi-award-winning designer launched her eponymous label in 1981, and her latest bridal collection, Serenity, perfectly embodies the brand’s philosophy of creating exquisite gowns that transcend time.
Dream Weddings’ Nina Catt caught up with the esteemed visionary behind the renowned brand, who, over the past 40 years, has garnered an impressive clientele that includes Princess Tamara Czartoryski, Dame Helen Mirren and Autumn Phillips.
Please tell us how you started out on the path to a career in fashion? I grew up in an environment where we were encouraged to be creative, and my journey into fashion started quite organically. I was self-taught – sewing and designing came naturally to me, and I had a clear vision of how a gown should make a woman feel: confident, elegant, and herself.
What was the driving force behind launching your own label? It all started when I designed a friend’s wedding dress, and from there, my career in bridalwear began. I wanted to create gowns that celebrate timeless elegance, exceptional craftsmanship, and a perfect fit. When I started, the bridal market was quite traditional, and I saw an opportunity to introduce modern femininity with impeccable tailoring. It was both exhilarating and challenging. I built my label from the ground up, ensuring that every piece reflected my values of quality and sustainability.
We really respect that. What’s the best part of your job? Without a doubt, it’s seeing a woman light up when she puts on one of my designs. Whether it’s a bride, a celebrity, or a client looking for a beautiful gown, that moment of pure joy and confidence is everything to me.
You’ve created beautiful garments for a number of celebrities, royals and VIPs, how does that feel? It’s always a privilege to design for women in the public eye, but each gown has its own special story. Designing pieces for influential women who appreciate craftsmanship and sustainability has been incredibly rewarding. There have been so many proud moments, seeing my gowns on such incredible women is a reminder of why I do what I do.
What are the main differences between designing for a bride and designing a red-carpet look? With bridal, there is a deep emotional connection to the dress – it’s a once-in-a-lifetime moment, and every detail must feel personal and meaningful. A red-carpet look, on the other hand, is about impact – it needs to command attention, flow effortlessly, and photograph beautifully from every angle. Both require precision, but the approach is slightly different.
Interesting. What is the number one question you’re asked as a bridal expert? Brides often ask, “How do I know if it’s the one?” My answer is always the same: when you feel like the most beautiful, confident version of yourself, you’ve found your dress.
What advice do you have for brides when trying on gowns, or looking at designs for the first time? Go in with an open mind! You may have a vision of what you want, but sometimes the gown that surprises you is the one that truly captures your essence. Also, trust the process – fittings and tailoring make all the difference.
Great advice. What’s the number one mistake or misconception brides-to-be make when trying on wedding gowns for the first time? Trying on too many! It’s easy to become overwhelmed when you keep searching for “something better.” Trust your instincts – when a gown feels right, it’s right.
Please tell us about the inspiration behind the gorgeous Serenity collection (pictured below). Serenity is all about effortless elegance. I wanted to create gowns that feel ethereal yet structured, romantic yet modern. The collection is inspired by movement, fluidity, and the idea that a bride should feel as though she’s floating through her wedding day.
What can we expect from the collection? The Serenity collection features a range of gowns that celebrate both classic and contemporary styles. I’ve used sumptuous silks, delicate lace, and soft tulle to create pieces that drape beautifully and feel incredible to wear. Details like corsetry, hand-stitched embroidery, and fluid silhouettes are key to the collection.
Which is your favourite gown? That’s always a hard choice! If I had to pick, I’d say the gown that best embodies the collection’s spirit is the Thilda gown. It offers a harmonious blend of structured design and flowing elegance. Its unique features and the option to personalise the silhouette make it a standout choice for brides aiming to combine classic beauty with contemporary flair.
Thilda is beautiful! Is there a common theme or story that runs throughout all of your bridal collections? Yes. Timeless elegance. My goal is always to create gowns that will be just as stunning in photographs decades from now as they are today. I focus on craftsmanship and design elements that transcend fleeting trends.
Which celebrity or well-known bride’s big-day look are you obsessed with? Kitty Spencer’s wedding gown is the epitome of timeless elegance. The structure, the lace detailing, and the regal yet effortless feel. It’s everything I love about bridal design – combining modern style with modesty.
As we move into a new year, what is your vision for the future of your label? Sustainability is at the heart of my brand, and my focus is on continuing to create exquisite pieces that are made to last. Since the very beginning, I have made every gown in England. We all have a responsibility to ensure we are doing our best to reduce waste, lower our carbon footprint and minimise our impact on the planet.
One of the ways we are recycling and reusing our offcuts and waste is to partner with like-minded brands, charities and schools. We ensure we provide our leftover fabric and usable waste not only to good causes, but to the future generations of fashion designers whom I hope will ensure our ethos of responsibility carries on for years to come. I want to encourage brides and women to invest in quality, and to buy better.
We can’t wait to see what’s next. Can you share a secret with us? Let’s just say there are lots of exciting projects on the horizon, and I’m working on designs that push the boundaries of modern bridalwear and womenswear, while staying true to timeless craftsmanship. Watch this space!
Watch the Serenity collection come to life…
Images and film courtesy of Sassi Holford
