Short answer
Choose one unifying element, such as the same colour palette, fabric, or hem length, then let each bridesmaid pick a style that suits her. This keeps the look cohesive without being uniform. Agree the rules together before shopping, so everyone feels comfortable and the final mix looks intentional.
Start by picking a clear theme that ties the dresses together. You could choose a single colour and let each person select a different shade within it, or pick the same colour and vary the necklines and sleeve lengths. Another option is to keep the fabric the same, like silk or velvet, and let the cuts differ. The key is to limit the variables, so the group still reads as a set.
Ask each bridesmaid to choose a dress that suits her shape, skin tone and confidence. Some people love a strapless style, others prefer long sleeves or a higher neckline. Let them try things on and share photos with the group before anyone buys. This avoids clashing tones or one dress looking out of place.
Set a budget together early and agree on where they will shop. You might suggest a colour swatch or a fabric sample so everyone can match their choice to the same reference. Remember that bridesmaids pay for their own outfits in many UK weddings, so be flexible and kind about cost.
On the day, the mismatch should look deliberate. Arrange the bridesmaids so the colours flow, perhaps from light to dark, or mix them evenly. If you are worried, ask each person to wear the same shoes or carry the same bouquet. That small detail will pull the whole group together.
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