Oui The Label was first imagined in Melbourne, Australia in 2015, with influences from do-it-your-way bridal icons who paved the way for today's modern brides. They were moved by the desire to reinterpret the norms of bridal fashion at a time when there was a focus on extravagantly styled and priced wedding gowns, joining the very few bridal renegades in the movement to create affordable, cool-girl bridal wear alternatives. Their version of bridal, a carefully curated collection of effortlessly chic pieces that are easy to wear and stays true to their modern luxe aesthetic.