Introducing ‘Asteria’ by Sassi Holford – The Sublime New 2021 Bridal Collection


Here in the UK, we are blessed to be home to a huge number of exceptional bridal designers and supporting these talented creatives is something that we are fiercely passionate about here at Love My Dress.

One such creative who I just utterly adore and who has been a part of the Love My Dress story (and indeed history) from the off, is the utterly lovely Sassi Holford.

Sassi Holford + Follow

I’m going to save the story of how Sassi and I met for a Zoom conversation with Sassi that I’ll be sharing with you all very soon. But today, it’s an absolute joy and privilege to welcome one of the icons of British bridal design to showcase her beautiful new bridal fashion collection, ‘Asteria‘.

Please, enjoy this feature and let it wrap you up in touch of wedding bliss, whatever this day brings.

Sassi Holford is a British designer who has been a stellar name in the wedding world for nearly forty years. Her couture bridal gowns and red carpet creations have gathered her quite the following over the years.

Sassi, like so many, arrived in the world of bridal almost by accident. After agreeing to make a wedding dress for a friend, more and more requests followed and, given her love of design, it felt like a natural evolution to launch her own label. She now works from her base in Somerset with showrooms in both Taunton, Somerset and London.

Known for the cut and fit of her dresses, a Sassi Holford wedding dress always gives you confidence and makes you look, and feel, your very best.

Explore all of Sassi’s beautiful wedding dress designs

We spoke to Sassi to find out more about her new collection and, we know you’ll agree with us when we say this really is something special.

“Designers are always asked what inspired a collection and it can be hard to pinpoint one specific thing. For me, it all started with fabric that reflected light, created shadow and gave a flirtatious feel. It usually takes between 4 – 6 months but Asteria was split into two halves.

“I started before the pandemic full steam ahead however once lockdown began, I pulled everything back and worked at a much quieter pace.  I kept my original focus to design dresses that could work for intimate weddings or grander ones (when numbers allow).”

When it comes to the materials Sassi has used to build the collection, it’s no exaggeration to say they are utterly perfect. The exquisite modernity of the lace used for Sanda, 3D applique of Marnie that creates shadow and the vibrant embroidery of Iris encapsulates the collection perfectly.

Each and every design is wonderful and even if pushed, we couldn’t choose a favourite. It seems we’re not alone…

“There is not a dress in the collection I’m not absolutely passionate about but there are few I already have a feeling are going to be popular. Iris was designed entirely around the fabric and I knew I had to design a dress with it as soon as I saw it. The vibrant embroidery that I’ve draped around the body creates a truly flirtatious dress that moves beautifully as you walk. I’ve also designed Iris in ivory too!”

Sanda sculpts the body in the most sublime way and the flick at the hem into a fishtail creates a memorable silhouette. You will see a statement sleeves throughout the collection too allowing brides to dance the night away with a simple change.”

“The collection has dresses that would fit a small, intimate wedding, city or countryside from the UK to Italy and the US.”

“We were aiming to launch this collection in mid-May and ultimately, we decided to pause the launch of Asteria until 21st September, when it felt right to share something we are so proud of. We hope that in these rocky times, it gives our brides, and all our new brides, hope and joy.”

“Back in March, when lockdown first occurred, our first thought was the welfare and supporting our brides-to-be through what continues to be a challenging and heart-breaking time. Lockdown has come with its readjustments. We’ve stepped off the wheel so to speak something which we’ve never done before.”

“It has given us time to focus, align and organise – who knew how much clutter we had?! I love being in a busy environment, but I have used the time wisely having time to reflect and listen, something I will continue to do.”

We were absolutely delighted to re-open both our London and Taunton stores on 19th June. We couldn’t wait to welcome our brides back and begin the dress journey with so many more. Both stores have worked hard to make the experience as magical as they can whilst keeping everyone safe.

“We are open by appointment only, allowing for half an hour between each one for thorough cleaning. There’s hand sanitiser on arrival and brides are able to bring two guests with them.”

“Our staff will be wearing masks and we ask that all our brides and their guests wear them too – in fact, we have designed a collection of masks too, donating 40% to Women’s Aid.”

“If you were to ask me if I think the pandemic will change how brides shop for dress, I would say that, in the short term, understandably it will. There is concern for health and welfare which is everyone’s top priority. It has been an incredibly tough year so far and every bride I meet has been affected in their own unique way.”

“We have brides who have had the rug pulled from underneath them this year and next summer’s brides are anxious about what is to come. However, wedding dress shopping is a special and unique experience that you can’t get anywhere else.”

“But, in the long term, I don’t think this situation will ‘change’ weddings. There is no denying the joy, love and togetherness of a wedding, whether it’s for 15 or 150 people. If I had one message for anyone who has had to postpone or delay, I would say to remember that love conquers all.”

The Asteria Collection by Sassi Holford is now available at the showrooms in Taunton, Somerset and in London and also at Sassi Holford stockists right around the country.

You can find out more here.

Love Annabel x


View all Annabel’s articles

Annabel is the founder of Love My Dress. She lives in rural North Yorkshire with her husband and business partner Philip, two daughters Eska and Leanora and three dogs. She is passionate about photography, supporting women in business and in life, and is in her element being surrounded by nature and the countryside.

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