London


<p>If you&#8217;ve been to a wedding recently and swooned over the gown, chances are it was a Clover London design. The cool girls&#8217; go-to label might not have the stature of Pronovias, but it ticks all the boxes when it comes to dresses modern brides actually want to wear on their wedding day, from smart white mini dresses to puff-sleeved romantic affairs. </p>



<p>Its 100 per cent silk dresses have appeared in magazines like <em>Vogue, Grazia</em> and <em>Bazaar </em>&#8211; not bad for a company that only started four years ago. Muddy sat down with owner and designer Ally Voss to find out more about the brand, how to choose a wedding dress and what she&#8217;s predicting will be the bridal hits of Summer &#8217;25. </p>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="938" height="1024" src="https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.54.47-938x1024.png" alt="Clover London " class="wp-image-10109" srcset="https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.54.47-938x1024.png 938w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.54.47-275x300.png 275w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.54.47-768x838.png 768w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.54.47-1407x1536.png 1407w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.54.47.png 1500w" sizes="(max-width: 938px) 100vw, 938px" /></figure>



<h2 class="wp-block-heading" id="h-have-you-always-worked-in-bridal-nbsp"><strong>Have you always worked in bridal?&nbsp;</strong></h2>



<p>No! I worked in beauty PR and Marketing for over a decade before starting Clover London. My first corporate job was with Estée Lauder&nbsp;on Tom Ford Beauty and I ended my career at Boots.</p>



<h2 class="wp-block-heading" id="h-what-attracted-you-to-bridalwear-design-nbsp"><strong>What attracted you to bridalwear design?&nbsp;</strong></h2>



<p>It sounds a bit of a cliché but it was my own wedding. I loved bridalwear before I got engaged and then the search for my own gown confirmed it was an industry I really wanted to work in &#8211; and that there was a gap in the market for the kind of  simple, modern gowns I&#8217;d like to wear.</p>



<h2 class="wp-block-heading" id="h-when-did-you-start-your-business"><strong>When did you start your business</strong></h2>



<p>I started in early 2021 right after the UK&#8217;s final Covid lockdown, which was a tricky time to&nbsp;navigate a launch. I don&#8217;t have a design&nbsp;or fashion background so building Clover London has been the most incredible journey &#8211; and one almighty&nbsp;learning curve. Thankfully it&#8217;s gone better than I could have hoped for. </p>



<h2 class="wp-block-heading" id="h-how-would-you-describe-your-designs"><strong>How would you describe your designs?</strong></h2>



<p>Contemporary and romantic&nbsp;</p>



<h2 class="wp-block-heading" id="h-what-s-your-inspiration-nbsp"><strong>What&#8217;s your inspiration?&nbsp;</strong></h2>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="832" height="1024" src="https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.56.39-832x1024.png" alt="Clover London " class="wp-image-10110" srcset="https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.56.39-832x1024.png 832w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.56.39-244x300.png 244w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.56.39-768x946.png 768w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.56.39-1247x1536.png 1247w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.56.39.png 1500w" sizes="(max-width: 832px) 100vw, 832px" /></figure>



<p>I like to draw inspiration from classic silhouettes and then reimagine them in a way I think today&#8217;s bride wants to wear them. I also love to be inspired by the silks we use. I never like to take away from them with an over complicated design, so everything remains&nbsp;paired back.</p>



<h2 class="wp-block-heading" id="h-take-us-through-the-process-from-meeting-the-client-to-her-walking-down-the-aisle-nbsp"><strong>Take us through the process from meeting the client to her walking down the aisle!&nbsp;</strong></h2>



<p>Although we do work with brides internationally, the majority of Clover London brides visit us in our studio in Parsons Green. Ahead of an appointment, we ask for a few details to understand what styles the bride is most interested in and where they found us, which can be super helpful in preparing our first meeting.</p>



<p> The bride has the chance to try on several styles and we will pull out suggestions from the rail too. They are able to ask any questions or request making small changes and customisations &#8211; some brides opt for full custom gowns which is a service we also offer, though of course it&#8217;s more expensive to design a dress from scratch. </p>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="751" height="1024" src="https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-12.03.44-751x1024.png" alt="Clover London " class="wp-image-10112" srcset="https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-12.03.44-751x1024.png 751w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-12.03.44-220x300.png 220w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-12.03.44-768x1047.png 768w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-12.03.44-1127x1536.png 1127w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-12.03.44.png 1500w" sizes="(max-width: 751px) 100vw, 751px" /></figure>



<p>During and/or after an appointment we&#8217;re always on hand to help with styling queries or underwear recommendations (always Skims if you were wondering!)</p>



<p>If a bride goes ahead with an order we immediately connect her with our incredible alterations partner to make the process super seamless. I feel really lucky to have made some amazing relationships with clients over the years and there is nothing better than receiving a bride&#8217;s wedding photos and a thank you note.&nbsp;</p>



<h2 class="wp-block-heading" id="h-what-are-the-key-bridal-trends-for-2025-nbsp"><strong>What are the key bridal trends for 2025?&nbsp;</strong></h2>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="733" height="1024" src="https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.57.35-733x1024.png" alt="Clover London " class="wp-image-10111" srcset="https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.57.35-733x1024.png 733w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.57.35-215x300.png 215w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.57.35-768x1073.png 768w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.57.35-1100x1536.png 1100w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.57.35-1466x2048.png 1466w, https://dev.muddystilettos.co.uk/london/wp-content/uploads/sites/24/2025/04/Screenshot-2025-04-01-at-11.57.35.png 1500w" sizes="(max-width: 733px) 100vw, 733px" /></figure>



<p>The scarf has completely taken off &#8211; our&nbsp;<a href="https://cloverlondon.com/products/aster-made-to-order" target="_blank" rel="noreferrer noopener">aster scarf</a> has been wildly popular over the last few months.&nbsp;</p>



<h2 class="wp-block-heading" id="h-if-you-could-give-brides-one-piece-of-advice-about-choosing-their-dress-what-would-it-be-nbsp"><strong>If you could give brides one piece of advice about choosing their dress, what would it be?&nbsp;</strong></h2>



<p>That it is a journey and everyone&#8217;s really is different. Some brides say yes to the first gown and other&#8217;s try on over 100 styles before committing. Trust your instinct and lean into what you love even if it surprises you.</p>



<h2 class="wp-block-heading" id="h-ally-s-favourite-london-nbsp-places">Ally&#8217;s favourite London&nbsp;places</h2>



<p><strong>Favourite restaurant:</strong> <a href="https://noblerot.co.uk" target="_blank" rel="noreferrer noopener">Noble Rot</a> in Soho. </p>



<p><strong>Favourite bar: </strong><a href="https://www.rivercafe.co.uk/#Books">The River Cafe Cafe</a> has a lovely terrace by the river, the perfect spot for drinks with friends. </p>



<p><strong>Favourite place for some peace and quiet: </strong> The Glass House in Bishop&#8217;s Park&nbsp;</p>



<p><strong>Favourite shop:</strong> <a href="https://www.libertylondon.com" target="_blank" rel="noreferrer noopener">Liberty</a></p>



<p>Favourite gallery/museum: <a href="https://www.vam.ac.uk/?srsltid=AfmBOorFjsB9dodGMSTfZikb7mT23aop6Hn67jlN4-FN9_0BN0XsnGD8" target="_blank" rel="noreferrer noopener">The V&amp;A&nbsp;</a></p>



<p>Favourite café: <a href="https://petershamnurseries.com/locations/petersham-nurseries-restaurant/" target="_blank" rel="noreferrer noopener">Petersham Nurseries</a></p>



<p><strong>Favourite thing to do on a Sunday: </strong>Family walk to Barnes along the River Thames.&nbsp;</p>


Muddy meets: bridalwear designer Ally Voss of Clover London

You may also like