I always like to be honest about a label when its history is quiet, and As It May is one of those. There is no brand site to read and no founding date I can verify, so I will tell you what the clothes say instead. This is a contemporary womenswear label for feminine dresses, cocktail pieces and eveningwear, built around strapless gowns, midis and minis. The best known shape is the Tiphanie Gathered Faille Gown, with ruching and a gathered side drape, and it is easy to picture at a wedding. The Leela Faille Fit-And-Flare Gown and the Rosette Draped Column Gown sit nearby. For patterns there are the Eirene Floral Tie-Waist Maxi Dress, the Livia Floral Jacquard Midi-Dress and the Celia Floral Jacquard Gown, and for texture the Charlotte Velvet Lace Gown, the Emery Beaded Tweed Minidress and the Maci Tweed Minidress. The Rosalie Strapless Rosette Mini Dress is the short, playful one. If the invitation says black tie, this dress code guide will help you choose the right length.

The second group leans even more romantic. The Janelle Polka Dot Halter Gown and the Classic Polka Dot Midi-Dress give a familiar pattern a formal shape, and the Bow-Embellished Floral Jacquard Gown and Lunette Bow-Detail Strapless Gown add a finishing touch. Column gowns are the clean line here, from the Camille Faille Strapless Column Gown to the Selora Duchess Satin Strapless Column Gown and the Elea Rose Strapless Column Gown. If you like volume, the Ella Strapless Pleated A-Line Gown and the Isabella Strapless Draped Chiffon Gown move well. The Aveline Floral Lace Maxi Dress and the Elowyn Chantilly Lace 3D Midi Dress are good for a garden ceremony, and a garden formal guide gives you the logic. What I would skip is a strapless column gown for a long standing ceremony outdoors if you are not sure about the weather; choose a midi like the Junia Floral Voile Lace dress, and add a wrap. For a less formal invitation, see semi-formal wedding guest dresses.

As It May makes the most sense on the invitation list. A strapless gown for a black tie evening, a tweed minidress for a cocktail hour, a lace midi for an afternoon ceremony. If you are dressing for family, try this mother of the bride guide, and for colder weeks the fall wedding guest edit covers velvet and long sleeves. I cannot give you a founder story for this label, but I can say the lineup is clear and consistent, and that is enough to build an outfit around.

To round out the look, see Katie May Gowns and Badgley Mischka Gowns and Clutches.