The word “bridal” conjures images of frilly frights, but a new breed of brides is bringing bridal wear into the 21st century. “I think it’s a really exciting time to be in the business,” says a designer of modern bridal dresses. “There’s a lot of demand, and I don’t see it slowing down anytime soon.”
Bridal, the popular etymology dictionary explains, is from the Old English word bryd, meaning ‘bride or wife of a king’, which could be derived from a pre-Christian tradition in which wedding rings were exchanged to signify eternal love. The wedding dress, of course, is the most iconic symbol of the bride’s eternal love, and it has become an essential part of bridal culture around the world.
Whether the dress is a showstopping white gown with lace and flowers or a sleek, body-skimming mermaid silhouette, today’s brides are looking for something that speaks to them as individuals. And as a result, many emerging fashion designers are branching out into the lucrative bridal market.
With high-end boutiques and mass retailers vying for their attention, some designers are incorporating socially conscious and inclusive elements into their bridal collections. Others are using ethically sourced materials and offering customizable pieces. And still others are designing bridalwear for a diverse range of body types and cultures.
“It’s a great way to reach new customers,” says the co-founder of one such boutique, which offers both custom-made and ready-to-wear bridal wear. “We have a diverse customer base, so this is an opportunity to serve them well.”
The most important factor for a successful bridal collection is understanding the needs and expectations of the client, according to experts. That includes keeping abreast of changing consumer preferences and embracing the opportunities presented by digital commerce.
For example, many brides are shopping online, with some even using apps like TikTok to find their dream dress. “This is an incredibly busy time for retailers, so they need to ensure that the digital experience matches the in-store one,” says Clontz.
As for the bridal shower, it’s usually a group of female friends and family who are celebrating the bride-to-be ahead of her big day. It’s not unusual for the guest list to include college roommates, best friends and sisters, as well as cousins and aunts.
In terms of gifts, it’s traditional for the couple to register for a selection of items that they want and need. While it’s not necessary to stick to a strict price range, “It’s always good to have a mix of low and high-priced options,” says Weiler. And it’s a must to keep the registry updated, especially as the wedding date approaches. You never know when Aunt Matilda will splurge on that All-Clad cookware set or Kitchenaid stand mixer.