Saying “I Do” With a Different Look

The bridal industry is undergoing significant changes as modern brides shift away from traditional norms and seek unique, personalized wedding attire. Once dominated by established brands offering conventional gowns, the market is now seeing a surge in demand for diverse, fashion-forward options.

Today’s brides are not just shopping for a single wedding dress but curating entire wardrobes for pre- and post-wedding events, including engagement parties, bachelorette weekends, civil ceremonies, and receptions. This trend is fueling growth in the global bridal wear market, projected to expand at a rate of 3.5% annually, reaching $83.5 billion by 2030.

Unlike previous generations, contemporary brides are looking beyond traditional bridal retailers. They are exploring non-bridal fashion labels and bespoke designers to find attire that reflects their personal style. Retailers such as Anthropologie Weddings, Reformation, and even fast fashion brands like ASOS and Shein are now offering wedding collections to meet this demand. This diversification allows brides to find less conventional, more personalized ensembles.

The shift is also beneficial for emerging designers who offer custom bridal services. These designers provide an intimate experience, crafting unique dresses that cater to the bride’s specific vision. This approach not only meets the bride’s desire for individuality but also allows designers to establish deeper connections with their clients.

Retailers are recognizing the need to update their offerings to appeal to this new generation of brides. By launching collections that feature unorthodox gowns and accessories, they are tapping into the evolving attitudes towards weddings. Brides today value versatility and style, prompting the industry to innovate and move away from the cookie-cutter options of the past.

It will certainly be interesting to watch the bridal space and to see how today’s brides continue to shake up the market.


Angie is a home health nurse who has been working with patients for over 20 years. In her free time, she enjoys dabbling in the stock market, taking spinning classes, cooking and gardening. She loves being the editor at Sunstone. Reach her at angie[at]

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