After cancelled big white weddings, postponed town hall ceremonies and downsized receptions, one might have suspected the bridal landscape would look a little subdued going into the summer of 2021. Far from it. Despite ongoing restrictions, couples are ploughing on with preparations and preparing to finally say “I do” on the wedding days they have dreamed about. Fashion is playing a vital role in this newfound optimism, with the overarching theme of bridal searches leaning towards fun frippery over traditional frou-frou.
“Following a year of uncertainty, we predict a significant shift towards partywear and maximalism as brides, grooms and guests will be making the most of being able to finally celebrate big life moments in person,” says Morgane Le Caer, the content lead at global fashion shopping platform Lyst. “With show-stopping dresses, bold suits, statement accessories and high heels once again making their way onto everyone’s wishlists, it’s becoming clear that if 2020 was the year of the Zoom wedding, 2021 will be the year that’s bringing the (after) party back.”
Brides, accordingly, are shopping for looks packed with personality over conventional confections. Searches for mini bridal dresses are up 170 per cent, embellished pants have spiked 37 per cent, and rhinestone heels, which have seen an increase of 31 per cent, are currently the most popular shoe style to walk down the aisle in. Grooms are feeling emboldened, too. Since Dan Levy, as David Rose, wore a Thom Browne groom skirt suit on his wedding day in the Schitt’s Creek finale, searches for “men’s wedding skirts” have increased 26 per cent year on year.
Naturally, Bridgerton, the bodice-ripping period drama that swept the nation in December, has played a part in the endlessly romantic end of the bridal market. Demand for corsets is up an eye-watering 291 per cent since last year, while embellished headpieces have seen a surge of 156 per cent. Next we’ll be hearing that spoons are the wedding favour of choice…
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This fabulously OTT fashion is countered by the new accessory sweeping the scene: the face mask. “Bridal”, “wedding” and “matching” face coverings have been generating over 30,000 searches per month collectively, as guests seek out snazzier options than medical-grade masks. But even the hunt for discreet PPE can’t dampen the spirits of those who have RSVPd to an IRL event this summer, and are seeking out fashion-forward alternatives to celebrate the union of their friends in. As online searches for wedding attire have nearly quadrupled year on year, expect some extra looks worthy of extra special nuptials this season. Three words: Bring. It. On.
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