Regardless of the challenges of the pandemic, raging inflation all over the world and the current cost of living crisis – the bridal industry is holding up just fine.
It is still all about the dress. That one perfect gown, that brides say yes to just as they plan to say yes to their future husbands.
“I would say finding ‘the one’ is still something that is very important to most brides,” said Elouise from Felicity Rose Liverpool.
She said: ‘Most brides want that moment of putting on their dress, looking in the mirror and knowing it’s the gown they’re going to be walking down the aisle in.
“They want something that enables them to feel comfortable, beautiful, and bridal. It’s a big part of a celebration of their relationship with the person they want to be with forever.”
But fashion is a mirror of the times and bridal fashion does not stay behind.
Saying yes to the dress but no to the tradition
Cristiana from Liverpool’s bridal shop Florianni reassures: “It still is THE DRESS.”
Wedding traditions may have transformed quite dramatically since the times our grandmothers said their vows, but the concept of the dress is definitely not a relic of the past.
Cristiana said: “In the current fashion trends you will find lots of nude or skin colour dresses, even unlined ones.
“One of the biggest trends is puffy sleeves, either with a big dress or a more fitted one. Also, a detachable skirt is a very sought after option.”
Jill O’Neal, from Fairy Tale Endings, another local supplier, swears by corset tops, which have been rocking the shop racks for a few seasons now.
Nowadays, more that ever people follow their own bridal trends. There is no more pressure to wear white or to look ‘appropriate’.
Moreover, the industry has become much more body positive.
As Elouise from Felicity Rose Liverpool said, in the past it was almost expected from the bride to lose weight, to be in her best shape at least for that one perfect day.
She added: “Contemporary bridal fashion is becoming more and more inclusive. Both with sizes, shapes, colours, everything really. It’s wonderful to see!”
Careful decision
It goes without saying that couples need to think about costs while organising that special ceremony.
According to Cristiana, brides tend to prefer to give up on other unnecessary expenses wedding-related, but still go for an amazing dress.
So what costs are we talking about?
Cristiana said: “Good quality dresses start from around £2500 and go to 4-5 k. It will obviously depend on the fabric that the dresses are made of and the handicraft that goes into creating them.”
Elouise said: “In our shop the price ranges from £500 to £2,500. However, most of our dresses are priced between £900 and £1,700.
“I know some shops that create bespoke bridal looks are closer to £3,000 and above.”
Jill added that the only observable change when it comes to spending on a wedding gown these days is that people are more careful about the dress they’re actually buying.
She said: “I think they still want that one amazing dress but they want to pay less for it.”
One day, one dress – can it be sustainable?
The rising awareness of environmental issues and sustainability is a hot topic that is – although gradually – affecting all the aspects of our lives.
The bridal industry, however, is one of the most challenging to transform in that matter.
The gowns, although more casual than in the past, are still not everyday garments, usually chosen for that one special occasion exclusively. So is there any way to make it more sustainable?
Cristiana said: “Regarding the sustainability, we always recommend our brides to wear the wedding dress as a Christening dress giving up the long train from which we can create a little girl dress. Or use it for a first wedding anniversary.
“At least it gets more use than just one wear.”
Elouise said: “I have seen a couple of brides use jewellery or veils that have been passed down from older relatives as a lovely way of keeping a tradition going and having that ‘something borrowed’ in their special day.”
She also elaborated that couples tend to focus on other parts of the ceremony while trying to make it more sustainable.
She said: “I do think couples are doing a lot more DIY for table decorations, styling for the room, and ensuring their confetti is eco-friendly.
“I know a few couples who have created their own decorations as a way of bonding before their big day.”
Times change, traditions evolve, and the industry is definitely influenced and going through changes too. However, the concept of that one perfect dress remains timeless. A wedding dress is a statement that will never go out of style.
