Redefining ‘Mother of the Bride’ Wedding Fashion

During her 20 years in the bridal retail space, Flora Petakas noticed an essential segment of clientele being underserved at best, ignored at worst. 

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

The wedding dress shopper’s trusted confidante, often the mother (we’ll get to semantics in a bit), can peruse restrained evening wear in department stores, visit boutiques in-person, filter through a staggering sea of choices online. More often than not, though, the offerings are less than inspiring.

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