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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Fashion Is Cashing in on the 2022 Wedding Boom

Brands are debuting more non-traditional looks that cater to brides buying multiple outfits, while retailers are stocking eveningwear for the influx of wedding guests.
Bridal looks from Et Ochs and Jonathan Simkhai for Intermix’s new wedding hub.
Bridal looks from Et Ochs and Jonathan Simkhai for Intermix’s new wedding hub. (Intermix)

This year’s wedding season is set to make records — there are 2.5 million parties planned in 2022, the most the US has seen since 1984, per market research firm The Wedding Report.

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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.

Byredo’s Ambitions to Become Beauty’s Next Megabrand

The luxury beauty brand has entered a new phase of growth over the pandemic, almost doubling sales to reach €119 million and launching cosmetics. With a skincare debut on the horizon, can the niche fragrance label turn itself into a true beauty powerhouse?

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