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Bridal Gets Its Gen-Z Overhaul

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.
Five people with their heads out of frame wearing wedding dresses
Ssense launched its second "anti-bridal" edit last month. (Adam Powell)
By
BoF PROFESSIONAL

Just an hour after getting engaged in Venice, Italy last year, Christyne de Quesada began scouring the internet for white dresses to wear to her many upcoming wedding-related events: An engagement party, the bachelorette weekend, a civil ceremony at a courthouse and a bigger celebration in Mexico City.

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Further Reading

The Post-Pandemic Bridal Opportunity

After a year of postponements and cancellations, expect a wedding boom this summer. Brands are updating their strategies to cater to brides buying multiple dresses and shopping online.

Behind Fashion Media’s Bridal Boom

Vogue’s viral wedding coverage has ignited a new wave of interest in all things ‘I do’ for fashion-focussed publications. Brides, in turn, are hiring publicists, stylists and more in hopes of getting the royal wedding treatment.

About the author
Yola Mzizi
Yola Mzizi

Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.

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