Jyothy Joseph

The ideation of transformable bridalwear was bought to the designer, Jyothy Joseph, through the realisation that most bridalwear is only usually worn once by the bride and then kept away in a cupboard or passed down to the next generation. The brand believes in "endless dress for endless love" encouraging the transformation of bridalwear, as marriage is a lifelong commitment, Jyothy Joseph believes that bridal wear should also last a lifetime, hence the slogan: endless dress for endless love. The designs are inspired by British and Indian culture, as the designer is of Indian descent and is bought up in the UK, growing up balancing both cultures. The brand's core value is transformational bridal wear to encourage sustainable opportunities, this includes detachable, transformable and adaptable features that can be arranged differently and be used on different garments designed by Jyothy Joseph. The detachable element allows the bridalwear to be reused, without the whole bridalwear to be reworn.