Every few years, a new wedding dress style comes along that totally changes the game. Where once upon a time, it was all about pouffy tulle and princess gowns, in 1995 Vivienne Westwood introduced a sexier silhouette with her corseted Cocotte design, that became an instant classic and is still a go-to today. Then, along came Vera Wang, with her sleek, strapless and slinky slip styles, that spoke to a whole generation of Nineties and Noughties brides. Not forgetting, of course, the lace-sleeve dress craze that followed Kate Middleton’s 2011 nuptials, for which she wore a now-legendary Sarah Burton for Alexander McQueen gown.

So, if history has taught us anything, it’s that we’re probably overdue a hint of freshness in the bridal design department right about now—and that’s precisely where the drop-waist dress comes in.

Taking cues from the Twenties’ flapper silhouette, but updated for the modern day with a more fitted form and minimalist aesthetic, drop-waist wedding dresses have fast become the trending bridal style du jour. The fashion set were early adopters of the style, likely inspired by the finale dress from Jacquemus’ Spring/Summer 2021 ‘L’Amour’ collection, and the obsession has only grown bigger ever since.

London-based bridal brand and insider-favourite, The Own Studio was one of the first to bet big on the silhouette—and is largely to thank for the drop-waist dress’ current must-have status.