Skip to main content
BoF Logo

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

The Business of Fashion
Luxury

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.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

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.

In This Article
Topics
Organisations
Tags

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Hermès ‘Game’ Leaves a Bad Taste

In this week’s High Margin luxury newsletter: A softening resale market for Birkin and Kelly bags poses questions for luxury powerhouse Hermès. Plus, a run on Chanel’s stores during Paris Fashion Week.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.