our story

hi. we are clover london, a contemporary wedding wear brand born out of an interest to establish a bridal offering priced between high street and made to measure. our modus operandi is simple - offer classic, 100% silk gowns at an accessible price point. and when it comes to aesthetic, clover wants to offer you effortless gowns without compromising on style. 

founder and designer ally voss, who during her own quest for her dress, struggled with the tired traditions offered to modern brides. from year long lead times, to staggering price tags, it was obvious there was a white space for a new approach to wedding wear.

as soon as I started looking for my own wedding dress, it was more overwhelming than anticipated. the majority of experiences felt dated with little transparency on dress costs. online, i was able to source everything from invitations to accessories but there was a minimal amount on dresses. in that, clover was born.

our collection offers a curated selection of gowns all made to order, in london using 100% silk. we offer custom clover on request. purchase via our online shop or book an appointment with us at our london studio in parsons green at hello@cloverlondon.com.