spotlightdigest
As the bridal fashion industry continues to evolve, a new generation of brides is steering the market towards more personalized and diverse choices. Gen Z and younger Millennials are breaking away from traditional bridal wear, opting for outfits that reflect their unique styles and the multitude of events surrounding their weddings. This shift is influencing both established bridal brands and newcomers, leading to a more dynamic and inclusive bridal market.
The Changing Landscape of Bridal Wear
Christyne de Quesada, a Miami-based HR manager, exemplifies this trend. After getting engaged in Venice, Italy, she struggled to find affordable, high-quality bridal outfits that matched her personality. Frustrated with the limited options from traditional bridal retailers, she turned to unconventional brands and designers. Her selections included a two-piece set by Shanghai-based label ShuShu Tong for her civil ceremony, a Vera Wang gown for her main wedding ceremony, and a bespoke skirt and corset set by Florida-based designer Gabriella Arango for the reception.
This trend of seeking multiple outfits for various wedding-related events is driving the global bridal wear market, projected to grow at an annual rate of 3.5% and reach $83.5 billion by 2030. However, it is not traditional bridal retailers like David’s Bridal that are benefitting. Instead, brides are exploring non-traditional options to find unique and personalized ensembles.
The Influence of Non-Traditional Retailers
Non-bridal retailers have seized this opportunity by offering bridal collections that cater to modern brides. Anthropologie’s Bhldn line (now called Anthropologie Weddings) was one of the first to enter the bridal space in 2011. Today, brands like Reformation, Abercrombie & Fitch, and Revolve have followed suit, offering wedding edits on their websites. Even fast fashion brands like ASOS, Forever 21, Lulus, and Shein are expanding their bridal offerings.
Emerging designers are also making a mark in the bridal industry. Jackson Wiederhoeft, a New York-based designer, launched a made-to-order bridal segment in 2020. He spends up to a year and a half developing wedding dresses for clients, creating an intimate relationship with them. Bridal wear serves as a financial safety net for Wiederhoeft, as it allows him to collect 100% of the garment’s cost upfront, covering production, material, and overhead costs.
Modern Brides’ Preferences and Values
Today’s brides are prioritizing individuality and sustainability. They are more likely to support same-sex and interracial marriages, non-traditional relationships, and may even forgo marriage in favor of long-term cohabitation. As a result, they are seeking bridal outfits that can be re-worn or repurposed.
Hillary Taymour, founder and creative director of Collina Strada, notes that her clients view “anything can be a wedding outfit.” They are opting for colorful designs and unconventional jewelry, such as the brand’s frog ring, which has been commissioned as engagement or wedding bands.
Designers like Andrew Kwon are catering to this broader spectrum of bridal wear. Kwon launched an eveningwear line alongside his bridal collection in 2022, attracting non-traditional brides, bridesmaids, and even mothers of the bride. Retailers like Ssense are also embracing this trend, launching “anti-bridal” capsule collections featuring unorthodox gowns and accessories.
The Rise of Bespoke and Custom Bridal Attire
The appeal of bespoke and custom bridal attire is growing among Gen Z brides who seek to express their individuality through their wedding outfits. Customization offers brides the opportunity to collaborate with designers to create unique pieces that perfectly encapsulate their personal style and the theme of their wedding. This approach not only guarantees a perfect fit but also ensures that the bride’s outfit is a one-of-a-kind creation, adding sentimental value to the garment.
Bridal ateliers and independent designers are increasingly offering bespoke services, allowing brides to choose fabrics, colors, and embellishments that resonate with them. This personalized approach is particularly popular for brides who want to incorporate cultural or familial elements into their wedding attire, further emphasizing the uniqueness of each wedding.
Sustainability: A Core Value for Modern Brides
Sustainability has become a significant consideration for Gen Z brides when choosing their wedding outfits. With a growing awareness of environmental issues, many brides are looking for ways to minimize their wedding’s ecological footprint. This has led to an increased demand for sustainable bridal wear made from eco-friendly materials and produced through ethical practices.
Designers and retailers are responding to this demand by offering collections made from organic fabrics, recycled materials, and zero-waste production techniques. Some brands, like Stella McCartney, have made sustainability a central part of their brand ethos, offering bridal gowns that are both stylish and environmentally responsible.
Vintage and second-hand bridal wear is also gaining popularity as a sustainable option. Brides are scouring vintage stores, online marketplaces, and even family closets to find unique, pre-loved wedding dresses. This not only reduces waste but also adds a touch of history and nostalgia to the wedding day.
The Influence of Social Media and Celebrity Weddings
Social media and celebrity weddings have a significant impact on bridal fashion trends. Platforms like Instagram and Pinterest are major sources of inspiration for brides, showcasing the latest trends and allowing brides to discover new designers and styles. Celebrity weddings, often covered extensively in the media, also influence bridal fashion, with brides eager to emulate the looks of their favorite stars.
The “Instagrammable” wedding has become a phenomenon, with brides prioritizing outfits and settings that will look stunning in photos and videos shared on social media. This has led to a demand for visually striking and unconventional bridal wear that stands out and makes a statement.
Embracing Cultural Diversity
Gen Z brides are embracing cultural diversity in their wedding attire, celebrating their heritage and incorporating traditional elements into their outfits. This trend is particularly evident in multicultural weddings, where brides often choose to wear multiple outfits representing different cultures and traditions.
Designers and retailers are responding by offering collections that blend contemporary styles with traditional elements from various cultures. This approach not only caters to the diverse backgrounds of modern brides but also promotes cultural appreciation and inclusivity in the bridal fashion industry.
The Future of Bridal Fashion
As Gen Z and younger Millennials approach marriage, their preferences are reshaping the bridal fashion industry. They seek personalized, sustainable, and versatile bridal outfits that reflect their values and lifestyles. This shift is prompting both established and emerging designers to innovate and diversify their offerings, leading to a more inclusive and dynamic bridal market.
Retailers and designers who adapt to these changing attitudes will continue to thrive in this evolving landscape. The future of bridal fashion lies in embracing individuality, sustainability, and a broader definition of what constitutes a wedding outfit. As these trends take hold, the bridal industry will become more reflective of the diverse and inclusive values of the new generation.
In conclusion, Gen Z is redefining traditional wedding attire, driving a shift towards more personalized, sustainable, and diverse bridal wear. This transformation is not only changing the landscape of the bridal fashion industry but also paving the way for a more inclusive and dynamic market. As these trends continue to evolve, the future of bridal fashion looks promising, reflecting the values and lifestyles of the new generation.
