Gen-Z's impact on evolving bridal fashion trends

Gen-Z is revolutionizing bridal fashion trends with their preferences for unconventional styles, diverse representation, and innovative approaches to wedding attire. This demographic's influence extends to designers and retailers, prompting them to cater to a more inclusive and forward-thinking audience. As Gen-Zers redefine what weddings and bridal fashion mean to them, the industry adapts by embracing creativity, non-traditional aesthetics, and a broader spectrum of choices that reflect modern values and lifestyles.

A diverse range of brands, spanning emerging labels to mass retailers, are targeting Gen-Z and Millennial brides seeking unconventional wedding attire and multiple outfits. The image above captures models walking at a Jacquemus fashion show in Arles, France, on June 27, 2022.

Boston Brand Media brings you the sensational news - Just an hour after becoming engaged in Venice, Italy last year, Christyne de Quesada started searching online for white dresses. She needed outfits for several upcoming wedding-related events: an engagement party, a bachelorette weekend, a courthouse civil ceremony, and a larger celebration in Mexico City.

Living in Miami and working as a human resources manager, she struggled to find high-quality ensembles under $1,000 that matched her personality. "It actually frustrated me," de Quesada admitted. "I purchased approximately seven items and returned them all." Instead of sticking with traditional bridal brands and retailers, she expanded her search.

Eventually, she opted for an ivory two-piece set from Shanghai-based label ShuShu Tong, purchased from the e-tailer Ssense, for her civil ceremony. For her Mexico City wedding, she chose a Vera Wang gown that she describes as "traditional and very princess-like." For the reception, she wore a bespoke ivory skirt and corset set designed by Florida-based bridal designer Gabriella Arango, paired with Gucci shoes.

Millennial and Gen-Z brides-to-be, such as de Quesada, are now seeking entire wardrobes for pre- and post-wedding events, not just a wedding dress. This shift is driving growth in the global bridal wear market, projected to expand at a 3.5 percent annual rate and expected to reach $83.5 billion by 2030, according to the Global Bridal Wear Market Industry report.

However, it's not traditional companies like David’s Bridal, which underwent bankruptcy and was acquired by Cion Investment Corp last year, that are reaping the benefits. Instead, this new generation of brides is venturing outside the conventional bridal market in search of non-traditional outfits that better reflect their personal style.

Boston Brand Media also found that, "The bridal industry operates much like an exclusive club. It adheres to the 'If it’s not broken, don’t fix it' mentality and remains comfortable with its limited offerings," remarked Caroline Crawford Patterson, a bridal stylist and designer. "What they fail to recognize is the evolving consumer landscape and the significant opportunity to innovate and diversify."

New opportunities in the bridal market

After a significant slowdown in 2020, the wedding industry rebounded to pre-pandemic levels last year, hosting over 2 million events, according to The Wedding Report. However, the landscape for bridal wear post-pandemic has undergone notable changes.

Traditionally, brides relied on independent boutiques, department stores, and chains like David’s Bridal. Today, brides-to-be are more inclined to consider any white dress and are exploring broader options.

This marks a transformation in a sector that had long remained stagnant. "Salons could previously offer dresses that weren’t stylish, didn’t cater to fashion-forward brides, or lacked size inclusivity, and consumers, who already spend substantial sums, had to accept it," noted Crawford Patterson, who herself married in 2021.

Anthropologie was among the earliest non-bridal retailers to enter this market when it launched its Bhldn line in 2011, now rebranded as Anthropologie Weddings. Today, other retailers like Reformation, Abercrombie & Fitch, Revolve, and The RealReal also offer wedding collections on their websites. Even fast fashion giants such as ASOS, Forever 21, Lulus, and Shein are expanding their selections of bridal styles.

The trend extends beyond mass retail. New York-based designer Jackson Wiederhoeft introduced a made-to-order bridal segment in 2020. This involves a meticulous process lasting up to a year and a half, including initial consultations, fittings, alterations, and personalized advice. Despite the substantial time and resources required, Wiederhoeft believes the effort pays off, fostering deep connections with clients through the intimate process.

“It’s not just a dress for many people, it is the dress,” said Wiederhoeft.

Up-and-coming brands and designers, along with retailers like Ssense and Asos, are seizing opportunities by introducing unconventional wedding attire, such as suit dresses and loose-fitting trousers. Some are also establishing bespoke bridal boutiques alongside their direct-to-consumer operations. In the image above, a model is seen walking the runway at the Wiederhoeft show during New York Fashion Week on February 15, 2023.

For an emerging designer like Wiederhoeft, the bridal segment serves as a financial safety net, akin to "a floating line of credit" supporting the rest of their business. Through bridal sales, Wiederhoeft receives 100 percent of the garment's price upfront directly from clients. This upfront revenue allows them to cover production, material, and overhead costs. Wiederhoeft's ready-to-wear bridal garments typically range from $3,000 to $25,000, while custom dresses start at $25,000. Unlike ready-to-wear collections, the bridal segment is not subject to discounting.

"Some of the garments I created in my apartment four years ago are still in our showroom," Wiederhoeft noted. "I still use them as sale samples, and the styles remain timeless, unlike ready-to-wear which has the shelf life of an avocado."

What today’s brides want — and don’t

As younger Millennials and Gen-Zers, with the oldest turning 27 this year, approach marriage, their wedding ceremonies often diverge significantly from those of previous generations, including their parents'. According to the US Census Bureau, the average age for marriage is 28.6 for women and 30.5 for men in America.

Today's young adults are more supportive of diverse forms of marriage, including same-sex and interracial unions. They are also more open to non-traditional relationship structures like polyamory and may choose cohabitation over traditional marriage, according to research from Pew Research Center.

Hillary Taymour, founder and creative director of Collina Strada, observes a trend among her clients who are challenging conventional weddings. Many prioritize investing in assets like a home rather than a lavish wedding. Taymour notes that her clients seek versatile pieces that can be worn beyond the wedding day.

She emphasizes that modern brides believe "anything can be a wedding outfit." They are opting for vibrant designs and unconventional jewelry, such as Collina Strada's frog ring, priced around $80, which some couples commission as engagement or wedding rings to symbolize their commitment.

Andrew Kwon, founder and creative director of his eponymous label, believes that expanding beyond traditional bridal wear can be advantageous, even for a business historically focused on this sector. In 2022, he introduced an eveningwear line alongside his bridal collections.

"One of the main challenges in the bridal industry is the lack of repeat clients," Kwon noted. "By diversifying into eveningwear and colored dresses, I've been able to attract non-traditional brides, their bridesmaids, and even their mothers."

Retailers aiming to appeal to this evolving bridal consumer demographic are updating their product offerings to reflect shifting attitudes toward weddings. Recently, e-commerce platform Ssense launched its second "anti-bridal" capsule collection, featuring unconventional gowns, flower girl dresses, and accessories.

"We cater to an audience that is highly open-minded and fluid," explained Brigitte Chartrand, vice president of womenswear buying and the Everything Else segment at Ssense. "The products we curated didn't adhere to traditional norms, providing a fresh perspective on what bridal attire can encompass."

For questions or comments write to writers@bostonbrandmedia.com

Source: CNN‍