Skip to main content
BoF Logo

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

Why Chinese Brides Say Yes to the Dress

From extravagant ballgowns to unboxing videos, find out what’s driving China’s $33.9 billion bridalwear market.
Pronovias' Precious Asia collection. Pronovias, collage by BoF.
Pronovias' Precious Asia collection. Pronovias, collage by BoF.

Last week, a colossal wedding trade show took place in Shanghai’s National Exhibition and Convention Centre, with pavilions featuring everything from elaborate photo albums to the latest bridal manicure trends.

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.

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

More from China
On-the-ground intelligence and insights from the world’s largest fashion market.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON