Our Story

STORY BRIDAL is a new bridal fashion brand by award-winning fashion designer Jason Jennings

STORY is for women who love.

Women who want to tell their own story on their wedding day, not someone else’s.


Whoever you are, whatever your dreams, size, race, sexuality or individual style, we are here to help you express who you are and what you stand for. We want to help you share your own unique story in your own distinct style and to help you tailor a look that works for you and you alone.

Our debut season of three contemporary collections – Boho, Retro and Glamour – draws on classic styles, shapes and silhouettes, all with their own modern twist. Drawing on old pictures, different cultures, nostalgia and contemporary interpretations – we’re telling the story of fashion through the ages so that you can tell your own story and own your style on your big day.

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Jason’s story

Jason created STORY BRIDAL after 20 years designing wedding dresses for other people. Studying at the London College of Fashion and Central St Martin’s, Jason has worked at both ends of the bridal fashion market. Starting out at couture wedding and evening dress designer David Fielden, his dresses featured in London Fashion Week, Vogue and the windows of Harvey Nichols.

More recently, Jason has been working at the other end of the bridal fashion market designing multiple labels and winning multiple awards for the Veromia Group, including Veromia, D’Zage, Sonsie and Irrestible.

It was Jason’s own wedding in 2014 that prompted him to start STORY. After proposing to his wife to be, Amy, at the New York Bridal Fashion Week in 2013, Jason was determined to design her the most amazing wedding dress of his career. Of course, most guys don’t even see the wedding dress before the day but Amy couldn’t resist the idea of walking down the aisle in a dress that had been created especially for her by the man she loved.

There were highs – shopping together in London’s Berwick Street to find inspiration and detail – and lows – when Jason (accidently?!) ripped a mock-up dress off Amy during a particularly tense fitting. But not only did the process of designing Amy’s dress result in a unique and beautiful dress that brought out Amy’s individual style and character, it also began a new dream. The dream of a new bridal fashion label that spoke to women from all walks of life who are looking for something original and beautiful on their wedding day. Women who want to tell their own STORY rather than conforming to outdated notions of the ideal bride.

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The start of something beautiful

On their honeymoon in Bali, instead of (or perhaps as well as!) drinking cocktails and lying in the sunshine, Jason and Amy wrote the business plan for STORY and three years later (after one baby and another one on the way!) they were launching at the Harrogate Bridal Show.

After months of planning, lots of sweat, and some tears, Jason and Amy were excited (and also a bit nervous) to show their debut collection to the bridal world. Luckily Jason had lots of longstanding connections to draw on and very quickly, people were flocking to their stand. The reaction from the bridal media was particularly overwhelming with the Scottish Wedding Directory awarding us “Best Dress in Show” and an amazing reaction from Tie the Know Scotland and BRIDES magazine.

A particular thanks to our model Hannah Owen who showed off our collections beautifully and secured a spot in the first STORY photoshoot. And to the White Gallery Manchester for our very first sale!!