A Modern Shopping Experience for Mothers of the Bride or Groom
There are also photos and stories from real women and the dresses they chose.
“Baby Boomer and Gen X women just don’t relate to this matronly, fade-into-the-background archetype of the mother of the bride, and they’ve raised evolved children who don’t see them that way, either,” said Ms. Kaplan. “But the fashion industry hasn’t caught up.”
Ms. Kaplan, 50, is also editor in chief of Twin Cities Business, as well as the former style editor for Mpls.St.Paul Magazine. She is the public face of the Mother Of brand, appearing on camera describing aspects of dresses in short videos on Instagram and TikTok. Ms. Kershaw, 58, who handles the back-end maintenance of the website and maintains their social media accounts, is the founder of her own Minneapolis-based social media agency, BK&Co.
Neither have been mothers of brides or grooms yet.
You haven’t been a “mother of,” so how did this idea come about?
For years, I’ve done a local radio show about fashion and shopping with my mother, called “ShopGirls with Ali & Harmony,” and nearly every week, we get a call from a distressed mother of the bride who doesn’t know how to shop for this dress. Now, it’s even harder as so many stores have closed because of Covid. Even for women who are comfortable shopping online, scrolling through thousands of dresses is time consuming and lonely. I wanted to help more women than I could talk to directly through radio show call-ins or email.
Mother Of cuts through the clutter. The dresses we feature are modern, but chosen with mothers of the bride and groom in mind. The real moms we feature provide helpful context of what a dress will look like on someone who is petite or curvy. The descriptions say things like: “We like this because it has that flutter sleeve, which is super flattering.”
Why is this such a challenging purchase?
Women still want to feel young and look great, but this event often comes at a time when they’re feeling a little insecure about their bodies. Women are intimidated by this purchase because this event feels so monumental in their lives and their family’s lives. It’s a really big day, but not about them, so they don’t want to take up too much space and yet they want to look amazing. They also just want reassurance, like “Can I wear pants?” or “Is it too sexy?” They’re wanting community around this decision, and validation.
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