Redefining ‘Mother of the Bride’ fashion

During her 20 years in the bridal shop, Flora Petakas noticed that a significant segment of the clientele was underserved at best, ignored at worst.

“Once we were finishing the bride’s [dress] decision, the mother would come to me and ask — confidentially, away from the bride, to respectfully not take any time from her appointment — ‘Where can I go for myself?'” says the Union Square Couture founder. “I have never got the right answer.”

The wedding dress shopper’s trusted confidant, often the mother (we’ll get to semantics in a bit), can view restrained evening wear in department stores, visit stores in person, filter through a dizzying sea of ​​choices online. More often than not, however, the offerings are less than inspiring.

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