The Story Behind the Editorial shoot: Hayley on Simplicity and Intentional Design
Our Designer Hayley Reflects on the Editorial
“For this editorial, I wanted to do a sort of intentionally quiet, considered shoot,” Hayley explains when describing the inspiration behind the Rolling In Roses campaign featuring our dresses and much more. “I think as wedding professionals — and as brides as well — you sometimes feel a bit of pressure to do too much and tick every box, to have the dress and the accessories and the hair and everything else all at once.”
Rather than adding more, the intention was to step back. Working with photographer Abi Buck at The Edit Studios, the creative direction centred on simplicity, allowing the garments and the models to exist without distraction. “Sometimes aesthetically the best thing to do is to keep it simple and really let the dresses speak for themselves,” Hayley says in the article by Love My Dress.
“Keeping it stripped back and intentionally simple was the aim of the game.” Every element of the shoot supported this statement, from the understated beauty styling by Jenn Edwards to the natural movement captured on film by Ivan Ostman. The result was an editorial that feels deliberate and without impediment.
For Hayley, simplicity is not just an aesthetic choice but a reflection of her values as a designer. “Designing for real women and real people is kind of the most important thing,” she explains. The goal was never to overwhelm the viewer, but to create space for authenticity and emotion.
Designing for Real Brides
“It’s not about trying to be awarded the coolest wedding dress, or getting the most high-end magazine cover,” Hayley says. “It’s about making real people happy on their actual wedding day.” This belief continues to guide Rolling In Roses, shaping designs that prioritise comfort, individuality and genuine connection over spectacle.
A line-up of versatile pieces for the independent bride
By removing excess styling, the editorial mirrors how Hayley envisions her dresses being worn — limitlessly and confidently, by brides who want to feel uninhibitedly themselves.
She further explains that since her first collection, she chose not to release designs seasonally, as it felt “wasteful” and “against the grain.” Instead, she waits until the timing feels right, prioritising sustainability while ensuring new releases don’t make existing designs feel obsolete. A philosophy reflected in the shoot’s understated style.
unconfined pairings
The Titania Corset and The Olivia Skirt, paired with the Juliet Scarf
In our designer’s words: “I hope that we can help people with that and having a genuine real life experience that is authentic to yourself and your partner”.
Reflecting on how her understanding of bridal beauty has evolved, Hayley explains that the brand has never chased trends. “We’ve never really chased trends or gone for fashion for fashion’s sake,” she says, suggesting that this mindset stems from her costume design background.
Instead, her work focuses on timelessness and storytelling, creating pieces defined by character rather than fashion cycles.
The editorial ultimately becomes a quiet statement: when design is rooted in authenticity, simplicity is more than enough.
Our exquisite selection of fabric is, as always, the utmost in ethical sustainable luxury.
If this thoughtful approach to bridal wear speaks to you, we would love to welcome you!
