Meet the Founder: Miina Laitsaari on Redefining Bridalwear with Comfort, Authenticity, and Purpose

Name: Miina Laitsaari

Title/Profession: Designer/Director

Based in: United Kingdom

Business: Indie Bride London | @indiebride.london

Website: https://indiebridelondon.co.uk

In a world where bridalwear is often defined by spectacle, pressure, and perfection, Miina Laitsaari offers something refreshingly different. As the founder behind Indie Bride London, she has built a brand rooted not in trends, but in authenticity - creating gowns designed for real women, real bodies, and real moments. Handmade in a London studio using natural fibres and British lace, her pieces balance modern ease with romantic detail, all while quietly challenging the idea that a wedding dress should only be worn once.

Miina’s journey into bridalwear wasn’t a calculated decision, but rather one that unfolded organically - shaped by craftsmanship, experience, and a desire to create something more honest. In this conversation, she reflects on finding her voice as a designer, redefining what bridalwear can be, and why comfort, individuality, and sustainability are no longer optional, but essential.

Miina, what originally drew you to bridalwear as a creative path - and did you always know you wanted to approach it differently?

Being a wedding dress designer wasn’t a conscious choice for me. I kind of ended up here naturally - I guess it was meant to be. During my studies in Finland, I completed an internship with Minna Bridal, the company that later became Indie Bride London. I loved both the challenges and the rewards of creating bridalwear as a dressmaker.

I later moved to London permanently to work for the same company, and in 2019, I was given the opportunity to take over the business - something I leapt into without hesitation. Having already run my own ready-to-wear brand, I had experienced how difficult and, at times, hollow the fashion industry can be. So I felt incredibly grateful that my path led me here.

What stayed with me from the beginning was the craftsmanship - the dresses being handcrafted with such care in the attic of the church where we’re still based today. When I took over, I knew I wanted to preserve that magic while evolving the brand in a more sustainable and personal direction.

The traditional bridal industry can often feel structured, formal, and trend-driven. What did you feel was missing when you began shaping Indie Bride London?

For a long time, I tried to dress like someone else - someone I saw in magazines or on social media. I copied styles I thought were “cool,” only to realise I didn’t feel comfortable or like myself in them.

It took me until my mid-30s to really understand my own style - and that experience shaped how I design. I realised I had been doing the same thing in bridalwear, trying to design for a version of the “cool bride” that didn’t feel authentic to me.

There are so many beautiful dresses out there, but I felt something was missing for women like me - women who want to feel comfortable, confident, and like themselves. Brides who aren’t trying to recreate a styled shoot or fit into a trend, but simply want to feel like the best version of who they already are.

Indie Bride blends modern bohemian ease with romantic vintage detail. How did you arrive at that aesthetic balance?

That balance comes from the brand’s origins. Indie Bride started in 2008 creating bohemian ready-to-wear pieces using locally made lace and handmade embellishments. That romantic, vintage-inspired foundation is something I’ve always loved and wanted to honour.

At the same time, I felt it was important to evolve - to introduce a more modern, minimal sensibility through fabrics like organic ramie and cotton blends. Brides are constantly changing, and the brand needs to evolve with them. Interestingly, though, I’m now seeing a return to those ultra-romantic lace styles again - everything comes full circle.

Comfort seems central to your designs - something not always prioritised in bridal fashion. Why was that important to you?

A wedding day is long, emotional, and full of meaningful moments. The last thing a bride should be thinking about is whether her dress is uncomfortable or restrictive.

I always say that you want to forget you’re wearing a wedding dress. You should be able to move, breathe, and fully experience the day without distraction. Comfort allows that presence - and that’s far more important than any visual detail.

Sustainability is embedded into your studio practice. What does responsible sourcing look like for you in reality?

Sourcing is one of the most time-consuming parts of the process. Finding fabrics that are sustainable, high-quality, and suitable for our designs - all while working within the constraints of small production - is incredibly challenging.

As a small business, we can’t order large quantities, so we have to find suppliers who offer low minimums, ideally with certifications. It takes a lot of research, communication, and testing. Sometimes, even after investing time and money into sampling, we have to walk away from a fabric if it doesn’t perform - whether it’s uncomfortable, difficult to work with, or simply not right for the wearer.

But when you find the right material - something that feels beautiful, works well, and aligns with your values - it’s incredibly rewarding. That moment never gets old.

Bridalwear is often worn once and then preserved. How do you challenge that idea?

We don’t recognise that as a reality. We have launched The Next Chapter, which is a repurposing service. We encourage brides to bring their dresses back so that we can alter the style to suit their wardrobe. We can shorten their dress or even split it into a top and skirt. Our dresses are made from natural fibres so they also dye really well. Wedding dresses are not for one day wear anymore. At least not our dresses. They are designed to be worn beyond the wedding day.

You design and manufacture everything in your UK studio. What does keeping production in-house allow you to protect?

It allows us to maintain complete control over quality and offer a high level of customisation. Our gowns can be tailored in almost any way a bride wants.

It also means we’re supporting local craftsmanship - from British lace makers to pattern graders and suppliers. Keeping production in the UK isn’t just a logistical decision, it’s a value-driven one.

The wedding industry can feel pressured and perfection-driven. How do you create a more grounded experience for your brides?

We’ve intentionally created a calm, private showroom environment where brides feel at ease. There’s no pressure to make a decision - we encourage them to take their time, reflect, and come back if needed.

As a small brand, we have the flexibility to prioritise the experience. Every bride is supported, never rushed, and always in control of her decision.

What have you learned about women through the fitting process?

That no matter how someone feels about their body, there is always a dress that can make them feel comfortable and confident.

When a bride puts on an Indie Bride gown for the first time, what do you hope she feels - beyond just “beautiful”?

Confident. And excited - not just about how she looks, but about the moment she’s about to step into. About seeing her partner at the end of the aisle and fully being herself.

At its core, Indie Bride London is not about creating the perfect dress - it’s about creating the right one. One that allows a woman to feel at ease in her own skin, present in her own story, and connected to a moment that is entirely her own.

In an industry built on transformation, Miina’s work offers something quieter, and perhaps more powerful - a return to authenticity.

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