Bridal, but Make It Fashion
Emerging fashion designers are saying “I do” as next-gen brides look to design their wedding day, their own way.
We grew up watching Say Yes to the Dress and Four Weddings and since then, bridal trends have significantly changed. As Gen-Z prioritizes values such as sustainability and frugalness, the classic bridal attire is starting to shift.
A recent Pinterest report underscores these changing mindsets, indicating a shift to “quiet life” weddings which focus on intimate gatherings and aesthetics. According to the report, there has been a 150% increase in “wedding dinner party” searches as well as a 210% increase in searches for “civil ceremonies.” In terms of wardrobe, a 1000% increase in “wedding dress jumpsuits,” 650% increase in “colorful garden wedding” and 190% increase in “babydoll wedding dresses” showcase a desire for a new wave of nuptial style.
Today, we’re doing bridal our own way; whether it’s taking inspiration from your favorite Chanel wedding dress like Alex Preisz did with a renaissance lace cape to creator Savannah Scott, who wore a green Simone Rocha dress in a green veil to match because she knew she wanted a dress that she could re-wear. Elsewhere, stylist Rachael Rodgers found a dreamy archival Vivienne Westwood corset styled with capris for her big day. The moral of this happily-ever-after is that brides are having fun and not worried about checking the boxes of what a wedding should look like.
Traditionally, in haute couture, we’ve seen brands finish their collections with a bride to close the show. But now, brands are taking note, as we see IT Girl status brands such as Sandy Liang and Simone Rocha incorporate pieces that they can effortlessly cross into bridal.
So, whether Gen-Z brides are deciding to find a vintage ’90s Vera Wang dress off Poshmark or running to pick a dream dress from their favorite brand, the shift in unconventional bridal trends is becoming more personal and less serious.
Continue reading for our favorite brands who are saying “I Do” to bridal wear, in new and unexpected ways.
Clio Peppiatt
UK-based brand Clio Peppiatt empowers a new generation of brides with its newly launched 2024 bridal collection. The “Bridal Crystal Gown” is hand embellished with thousands of sparkling beads and pearls with its “Chantilly Veil” to match. The brand’s bridal campaign showcases the true chaos of the wedding day dramatized with motorcycles, dogs and messy table settings.
Di Petsa
Since the launch of its “Wet Brides” campaign in 2021, Di Petsa has become a coveted choice for sultry wedding wear. From long sleeve looks to bellies on display, the “Wet Look” dress celebrates the divine feminine form and self-love, above all else. Arriving through ready-to-wear, made-to-order and bespoke offerings, Di Petsa designs wedding dress options for the real goddesses.
Acne Studios
Acne Studios is destined for the downtown bride. From draped, gathered satin to feathered cotton blends, the Scandinavian label’s gowns are perfect for wedding wear, with a twist. Our personal fave arrives from its SS24 collection; a sleeveless, slim fit dress with an all-over nylon print designed in collaboration with artist Katerina Jebb.
T Label
With a motto like “romantic wear” it’s only a matter of time before emerging brand T Label becomes the go-to for brides with fashion know-how. The brand’s founder, Taylor-Bea Gordon, makes each piece in her collection by hand, with an unparalleled creative vision and attention to detail. T Label offers skirts, tops and gowns that drip with luscious pearls of various hues. Additionally, Gordon expertly crafts lace gloves, voluminous beaded necklaces and accessories perfect for a celebration of love. For the brides that have created a +560% surge in searches for pearl wedding jewelry according to Pinterest, this brand is for you.
SHUSHU/TONG
While SHUSHU/TONG has yet to launch a bridal-specific collection, the brand’s recent collections feel flattering of a modern and sophisticated bride. Its dresses come in a range of bright white lace and layered skirting perfect for a civil wedding or rehearsal dinner. Bonus points go to SHUSHU/TONG for its croquet styled leggings and gloves which are the ideal accessories to elevate any bridal gown.
Jacquemus
The fashion-lovers have spoken and Jacquemus listened, finally releasing a long-awaited bridal campaign titled “LE MARIAGE.” The campaign showcases the brand’s natural alignment with wedding wear including soft silk dresses, cream colored suiting, underwear-as-outerwear, sheer tops and floral motifs.
ROTATE
ROTATE is in its IT Girl, bridal era. Whether you’re after a timeless staple or a look that transitions from day to night, ROTATE blends class and glamor into its new bridal collection designed for brides that break the rules. Key standouts of the collection include embroidered mini dresses, floral motifs, enlarged sleeves in ivory hues and a strapless, corseted gown.
Tanner Fletcher
NY-based brand Tanner Fletcher arrived in the wedding market with abundance after years of being asked to create wedding dresses. For its debut wedding collection for New York Bridal Fashion Week, the label sought to ignore gender labels and highlight authentic characters within bridal wear. Celebrating the intimate details, Tanner Fletcher embodies the feeling of love through soft lace trims, dainty silk charmeuse and traditional embellishments such as ruffles, feathers and bows.
Molly Goddard
Molly Goddard‘s latest bridal collection arrives in four unique styles named “March,” “April,” “May” and “June.” Leaning into the spring season for inspiration, the brand amplifies its signature, tulle designs to craft a range of new silhouettes from soft scoop necklines to full frilled skirts. In line with this launch, Molly Goddard also released veils dubbed “Mercury,” “Moon,” “Neptune” and “Pluto” with pops of color ranging from red to blue.
Vivienne Westwood
Wether its a ready-to-wear vintage corset and skirt combo or a gown from its bridal collection, Vivienne Westwood is perfect for a Victorian inspired wedding with a next-gen twist. Strutting down the bridal industry aisle at pace, the British label’s bridal offerings are elegant, ethereal and inherently genderless. One of our faves from its recent 2024 Couture collection is dubbed the “Jordan,” dress which is complete with a corset in “Chantilly” lace and hand-painted floral detailing across a scooped neckline.
Simone Rocha
No fashion bridal roundup would be complete without the queen of coquette, Simone Rocha. Her hyper-feminine, striking silhouettes make the fashion industry’s heart grow three sizes. For its SS24 show entitled “Dress Rehearsal,” Simone Rocha unveiled a sheer dresses stitched with roses, laces and pearls. For accessories, the brand delivered a two-tier wedding-cake bag and a pearl-studded Crocs collaboration — all the makings of a modern bride’s dream.
The Fall Bride x SHYLA
East London brand The Fall Bride is known for blending classic silhouettes with contemporary detailing. The label offers ready-to-wear, made-to-order and a range of accessories for next-gen brides-to-be. Speaking of accessories, The Fall Bride recently teamed up with British brand SHYLA for a range of beautiful bridal jewelry. The collection consists of bracelets, earrings and necklaces with distinguished pearls in a variety of hues as well as cool metallic tones. Our personal favorite is SHYLA’s “Corsica,” earings which, in this collection, now arrive in silver, offering a fresh twist for the modern bride.
