
How Gen-Z Brides Are Disrupting the Bridal Fashion Industry
June 22, 2024 Diverse
Forget the traditional white dress. Today's brides, particularly those from millennial and Gen-Z demographics, are ditching the "one-and-done" approach to wedding attire in favor of curating an entire wardrobe for their pre- and post-wedding festivities. This shift is driving significant growth in the global bridal wear market, projected to reach $83.5 billion by 2030 according to a recent report by Global Bridal Wear Market Industry.
Moving Beyond Traditional Bridal
However, this growth isn't benefiting established bridal retailers like David's Bridal, which filed for bankruptcy in 2023. Instead, these fashion-forward brides are seeking unique styles that reflect their individuality, venturing outside the confines of traditional bridal shops.
"The industry has been stagnant for too long," says bridal stylist and designer Caroline Crawford Patterson. "Brides deserve more inclusive sizing and options beyond the typical 'cookie-cutter' dresses."
A Wider Bridal Net
This consumer behavior is creating new opportunities in the bridal market. The post-pandemic landscape has seen a surge in weddings, with over 2 million ceremonies held in 2023 according to The Wedding Report. But unlike previous generations, brides today are casting a wider net for their wedding attire.
Retailers like Anthropologie (through its Bhldn line now called Anthropologie Weddings), Reformation, Abercrombie & Fitch, Revolve, and even The RealReal are offering dedicated wedding edits on their websites. Fast-fashion brands like ASOS, Forever 21, Lulus, and Shein are also expanding their bridal selections.
A wide spectrum of brands, from emerging labels to mass retailers, are looking to cater to Gen-Z and Millennial brides looking for a more unconventional take on wedding wear — and multiple ensembles. Pictured above: Models walk during a Jacquemus fashion show in Arles, France, on June 27, 2022. Laurent Vu/SIPA/Shutterstock
Catering to the Modern Bride
This isn't just a trend for mass-market retailers. Established designers are taking notice too. New York-based designer Jackson Wiederhoeft launched a made-to-order bridal segment in 2020, finding success by building close relationships with his clientele. Wiederhoeft emphasizes the importance of creating "the dress" for each bride, often spending up to 18 months on the design, fitting, and alteration process.
For Wiederhoeft, bridal serves as a financial anchor for his business, allowing him to collect upfront payments for materials and production costs. His wedding dresses range from $3,000 to $25,000, with custom designs starting at $25,000. Unlike ready-to-wear garments, Wiederhoeft's bridal pieces hold their value, with some styles remaining relevant for years.
A bridal look from Sandy Liang, presented at New York Fashion Week in February 2023. Avalon/dpa/picture alliance/Sipa USA
Beyond the White Dress
Millennials and Gen-Z brides, with the oldest of this generation turning 27 this year, have a different approach to weddings than their parents. Research from Pew Research Center shows they're more accepting of same-sex marriage, interracial marriage, and non-traditional relationships. Many are also choosing to forgo marriage altogether, opting for long-term cohabitation.
This translates to a rejection of conventional wedding expectations. "Some clients prioritize buying a house over a big wedding," says Hillary Taymour, founder of Collina Strada. Her brand caters to brides who want statement pieces that can be re-worn, often featuring unconventional colors and playful accessories like their signature frog ring, a popular choice for engagement or wedding bands.
A bridal look from Collina Strada, presented at New York Fashion Week in September 2022. Aurora Rose/Shutterstock
A Broader Bridal Spectrum
Designers are embracing this shift towards a more diverse bridal market. Andrew Kwon, founder of his namesake label, recently expanded his offerings to include eveningwear alongside his bridal line. "Bridal has limited repeat customers," says Kwon. "By offering eveningwear and colored dresses, I can attract non-traditional brides, bridesmaids, and even mothers-of-the-bride."
Retailers are also adapting. Last month, Ssense, a popular e-commerce platform, launched its second "anti-bridal" capsule collection featuring unconventional gowns, flower girl dresses, and accessories. "Our target audience is open-minded and embraces fluidity," says Brigitte Chartrand, vice president of womenswear buying at Ssense. "We offer products that challenge traditional notions of what bridal wear can be."
The future of bridal fashion is bright and multifaceted, with Gen-Z brides leading the charge towards a more personalized and inclusive wedding experience.
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