How I found my wedding dress, by Maggie Murray

In a new series, brides recount how they ended up choosing their wedding gowns. Perhaps the most exciting, but overwhelming, sartorial decision you will make in your life, there is plenty to learn from those who have been through the process – from the pitfalls you must avoid to how you know when you’ve found ‘the one’. This time, tech entrepreneur Maggie Murray opens up about how she chose her gown for her Lake Maggiore nuptials.

The vibe of our wedding was rooted in the timeless elegance and relaxed beauty of Italy, particularly the enchanting charm of Lake Maggiore. Having vacationed in Italy for the past couple of summers, it felt like a natural extension of our love for the country’s stunning landscapes, food, and culture. Lake Maggiore, with its understated beauty and personal significance — echoing the name ‘Maggie’ — was the perfect setting. The venue, Villa Rusconi-Clerici, combined old-world grandeur with the serenity of the lake, offering an intimate connection to water, a central part of our lives.

I was looking for a dress that perfectly complemented the effortless elegance of Italy and the fluidity of the lakeside venue, and I needed to be able to move freely and glide down the aisle. I wanted the dress to feel like an extension of the day itself — timeless, beautiful, and in harmony with the magic of Lake Maggiore.

Daniela at The Fashion Wedding

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I tried on over 70 dresses

I had over two years to find the perfect wedding dress and although I knew I wanted an ivory silk satin ruched style wedding dress, I really took my time. In total, I visited seven different shops across London, trying on more than ten dresses at each appointment — so I can confidently say I tried on over 70 dresses. My final appointment was at The Own Studio, and deep down, I always suspected I’d find my dress there, which is why I saved it for last. It made the experience even more special to have my twin sister and my sister-in-law — who has become like a real sister and best friend over the last decade — there with me for that final dress appointment.

You really need to shop around to know what suits you

It was always a surprise to discover that some dresses I thought I’d love didn’t suit me as well once I tried them on. I also found it incredibly fun to experiment with lace styles and big princess gowns that I wouldn’t typically consider. The process of trying on different styles allowed me to see what worked and what didn’t, helping me narrow down the non-negotiable elements I wanted in my wedding dress — things like the cut, shape, material, and colour.

Daniela at The Fashion Wedding

I didn’t want to end up in the same dress as someone else

I didn’t find wedding dress shopping too challenging, perhaps because I had plenty of time and didn’t feel rushed or stressed throughout the process but the real challenge was discovering unique designers whose dresses I hadn’t seen all over Instagram or worn by brides, friends, or friends of friends. With so many people in my life getting engaged around the same time, I feared that someone else might choose the same dress. I wanted something truly unique, a dress that would be exclusively mine. This desire for individuality was especially important to me as an identical twin; I felt strongly about wearing something distinct from other brides.

Even when I found dresses I loved, there were always a few details that didn’t quite resonate with me — maybe the straps weren’t right, the colour wasn’t ivory enough, or there were elements I wanted to add. This longing for the perfect dress, combined with my desire for something one-of-a-kind, inspired me to design my own dress. I wanted to incorporate all those small details into a dress I absolutely loved.

Daniela at The Fashion Wedding

Don’t let the opinions of others divert you, trust your instincts

It can be overwhelming when others’ opinions start to cloud your feelings; if a friend mentions they don’t like certain aspects of a dress that you feel might be ‘the one,’ it can be discouraging. That’s why I felt it was important to stay true to what I loved. Once I decided I wanted my wedding dress to be custom made by The Own Studio, I chose not to involve anyone in the decision-making process. I attended all the design meetings and fittings on my own, keeping everything under wraps. I didn’t share pictures or seek advice from friends and family, which ensured that the final dress I would wear down the aisle was a true representation of me and my personal style — crafted solely by my vision. You know what you love best, so stay true to yourself and your unique style. Ultimately, you’re the only one who needs to be happy with the final dress.

How the dress came together

When envisioning my dream wedding dress, I knew I wanted something timeless yet personal, blending elegance with a modern edge. I worked closely with Rosie at The Own Studio to bring my vision to life, and the result was a bespoke silk satin gown, lined in silk.

The dress had a seamless, sculpted silhouette, with no waistband and an invisible seam at the waist, allowing the focus to remain on its clean lines. I aimed for a perfectly fitted bodice that hugged my waist and ribcage, but without the constraint of boning, for comfort and freedom of movement.

Daniela at The Fashion Wedding

The top featured subtle tucks, creating a soft, layered cowl neckline for a romantic yet contemporary touch. For the open back, I wanted something special — a faux cowl draped delicately over a fitted fishtail skirt. The skirt itself was designed to have a slightly more dramatic shape, without leaning too heavily into a traditional fishtail or column silhouette. We added discreet ruching from the side seam to the waist, cleverly disguising the seams and enhancing the flowing design.

A long, graceful train completed the look, adding a touch of drama. The finishing detail? A pearl necklace draped down my back, a delicate, unexpected twist that we finalised together at the last fitting. Every element of the dress came together in a way that was both minimalistic and intricate, reflecting the perfect balance I wanted for my wedding day.

Having a custom design made it so meaningful

Knowing that the dress was truly one-of-a-kind made wearing it down the aisle incredibly meaningful for me. My grandmother Leah had passed away, and my mom had saved the money she left for something special, which ultimately became my wedding dress. My grandmother was an incredible clothes designer, so having my dress custom-made made the moment even more special, reminding me of the custom pieces she would hand sew for us growing up. It truly felt like she was with me the entire day.