Photo by Jordan Buckelew of Joy by Jo
We may still be in the thick of winter, but brides, bridal stylists, and wedding planners tend to exist in a perpetual state of summer—always zooming ahead to the sun-drenched season of nuptials. And with a whirlwind of showers, bachelor(ette) parties, and dress fittings looming, there is no time like the present for mothers of the bride or groom (MOBs) to start planning their own sartorial statements.
And yet, with so much of the wedding industry revolving around the bride and groom, the women who stand proudly beside them are often left to navigate this process alone. That defining—and often overlooked—reality is what fuels Mother Of, an online resource designed to help mothers of the bride and groom feel confident during one of life’s most meaningful milestones. Co-founded by local journalist Allison Kaplan, the online platform seeks to empower women who, Kaplan believes, are frequently underserved by traditional wedding retailers.
“When hosting my longtime radio show ‘Shop Girls,’ I would always get questions from women who said they were going to be a mother of the bride or groom and didn’t know where to shop,” says Kaplan. “More than anything, they didn’t want to look ‘matronly.’ After years of answering this same question, we set out to fill the void in the retail market.”
The numbers reinforce the need. A 2016 survey conducted by Simply Be found that, leading up to the wedding day, over 87% of MOBs were most concerned with what they would wear. It begs the question: Where are the appointment-only boutiques, the curated vendor markets, and the beauty consultations devoted to the second-most important women of the wedding day?
On Feb. 28, Mother Of plans to deliver an answer. Taking over 50th & France for a multidimensional shopping, styling, and beauty experience, the brand’s “February Edit” is tailored to one client and one client alone: mothers of brides and grooms. Mother Of will be joined by retail partners Dugo—another popular Twin Cities destination for MOBs—and the 50th & France Association for an exclusive trunk show featuring the latest styles from national brands including Teri Jon, Theia, Kay Unger, Alex Evenings, Adrianna Papell, and Alexander by Daymor.
Photo by Jordan Buckelew of Joy by Jo
Much like bridal trends, MOB trends are constantly evolving. A range of industry experts, including Kaplan herself, will be available at the event to offer insight on the season’s predominant looks, from unexpected florals and bright pastels to one-shoulder and strapless gowns.
“We’re definitely seeing moms embrace pattern and print, especially unexpected florals that are focused on one side of the dress or scattered along the hemline rather than an all-over print,” says Kaplan. “Bright green and vibrant pink have also been popular. Women aren’t feeling like they need to fade into the background in navy anymore.”
In addition, the edit will feature a full range of demonstrations including beauty touch-ups and hair and makeup tips led by national makeup artist Fatima Olive and Edina-based salon Bespoke Hair Artisans, plus advice, samples, and giveaways from Womaness, a locally founded skincare brand geared toward women over 40. Several retailers from the 50th & France shopping district will join the festivities, offering a special curation of wedding-related apparel, products, and services, plus bubbles and small bites for shoppers to enjoy.
“This is the first time Mother Of is hosting a pop-up of our own, and it promises to be a big love fest with lots of dresses to try on, beauty advice, and wedding ideas from 50th & France shops, whether it’s a pre-wedding workout at Studio Pilates, a fragrance journey at Senti, or gift ideas from Vivront or Coccinella,” says Kaplan.
The free event is open to mothers, brides, and friends, or anyone looking for a special occasion dress or a few mementos to enhance the big day. RSVP here or walk in as space allows.
“The wedding of a son or daughter is a major milestone, and moms deserve to be celebrated,” says Kaplan. “It’s really fun for them to get a chance to step into the spotlight—and the brides are always so excited for their mom to have this moment to feel beautiful.”
