Ashish Launches His First-Ever Bridal Collection With a DTC Twist

LONDON — Known for his signature sequins, flamboyant flair, and unabashed celebration of camp, designer Ashish Gupta is stepping into new territory — the bridal world — with a launch as glittering as his designs. On Wednesday, the London-based designer unveils his first bridal collection, taking a direct-to-consumer (DTC) approach that reflects both a personal evolution and the shifting tides of global fashion retail.

This inaugural six-look range is a culmination of years of quiet demand, growing social media interest, and a desire to connect more intimately with his clientele. Inspired by archival pieces from his namesake label, launched in 2001, the collection reimagines Ashish’s most iconic elements for the aisle: sparkle, romance, and individuality.

A Veil That Sparked a Movement

One of the standout pieces is a reimagined version of the now-famous “confetti veil.” Originally created for a friend and based on a design from Ashish’s Spring 2014 collection, the veil recently exploded on Pinterest and Instagram, becoming the dream accessory for unconventional brides. Embroidered by hand with a rainbow of sequins and beads, the veil epitomizes Ashish’s love for maximalist beauty and handcrafted detail.

“People keep messaging me with screenshots of the veil from Pinterest,” Ashish shared. “They say, ‘I think you made this — can you recreate it for me?’ It’s surreal how that one piece from years ago has taken on a life of its own.”

That organic interest was the final nudge. Although Ashish had received bridal commissions as far back as his early career — including creating wedding looks for Joan Burstein and her daughter Caroline — the confetti veil’s viral fame and recent celebrity nods proved the time was ripe for a focused bridal line.

Six Looks, Countless Stories

Each look in the collection is handcrafted in India, staying true to Ashish’s heritage and deep connection with local artisans. Designs range from a hand-sewn, glass-bead fringed dress — glimmering with every step — to a cream silk organza gown adorned with hand-appliquéd florals that cascade delicately from bodice to hem. The pieces are designed for all kinds of bridal moments, from the ceremony to the after-party.

Brides can expect a process that mirrors couture — with personal fittings, bespoke embroidery, and artisanal finishing — all taking place between Ashish’s London base and his studio in India.

“It’s a labor of love. Every bead, every stitch, is done by hand,” said the designer. “That takes time, which is why I recommend brides get in touch at least three to six months before their big day.”

Prices range from approximately £2,000 to just under £4,000, a competitive bracket considering the craftsmanship and exclusivity of each piece.

Ashish-Launches-His-First-Ever-BridalCollection

DTC: A New Chapter in Control and Connection

While the artistry remains deeply rooted in tradition, Ashish’s launch strategy is entirely modern. In response to the growing instability of traditional retail channels — most recently, the collapse of luxury platforms Farfetch and Matchesfashion — Ashish has pivoted toward a direct-to-consumer model.

“Until last year, I didn’t even have my own online store,” he admitted. “Now that I do, I realize how much freedom comes with that. You have more control over the whole process — production, distribution, and the customer relationship.”

This shift also allows the designer to maintain his uncompromising standards while reaching a global audience, free from the restrictions and uncertainties of wholesale partnerships.

“It’s been really difficult post-Brexit,” he explained. “People don’t want to talk about it anymore, but the impact is still here. Selling into Europe has become more expensive and complicated, especially for small British brands.”

Despite these challenges, the brand has maintained a stable presence in the U.S., selling through high-end boutiques like Ikram in Chicago and Mirages in Aspen.

Bridal, But Make It Ashish

Beyond business logistics, Ashish’s bridal venture reflects a growing appetite for uniqueness in the wedding world. Today’s brides are less interested in tradition for tradition’s sake and more invested in finding something that feels like them. Ashish offers exactly that — bridalwear with personality, edge, and heart.

“It’s nice to keep it small,” he said. “I can’t mass produce these pieces anyway — they take so much time and detail. But that’s what makes them special. Each dress has a story.”

The collection will be updated every six months, with Ashish maintaining a tight-knit team to ensure quality and creativity remain at the forefront.

A Future Built on Flexibility and Craft

As fashion continues to evolve rapidly, Ashish is embracing the agility that comes with being a smaller, independent brand. Rather than trying to scale aggressively, he’s choosing to grow sustainably — and beautifully.

“Everything around us is shifting so fast. As a small brand, the advantage is that you can adapt. You can turn the wheel quickly,” he noted. “But I also want to hold onto what makes this meaningful — the human hands, the story, the craftsmanship.”

With a confetti veil as the unexpected muse and the DTC model as his new runway, Ashish Gupta is entering bridal with heart, heritage, and sparkle. And in doing so, he’s reminding the fashion world that weddings — like fashion itself — are ultimately about love, self-expression, and celebration.