‘I Do, Too’: Why Every Brand Is Suddenly Designing Bridal Collections
Brands like Staud, Hill House Home, and SKIMS are upending the wedding game, one gown at a time.
Every item on this page was chosen by an ELLE editor. We may earn commission on some of the items you choose to buy.
The bridal industry has transformed in the past three years—and fashion brands are catching up. An increase in smaller, less formal weddings has upended dress codes, increasing interest in less more personality-driven looks. Cult labels like Staud, SKIMS, and RIXO are designing to those needs, with less conventional options that offer versatility in how they can be styled.
Maisie-Kate Keane, luxury bridal stylist, day-of dresser and tailor, and founder of Maisie-Kate Style, has noticed brides finding comfort in pieces from designers that they’re already familiar with. “I think that my clients find it a lot more stressful having to commit to white dresses from bridal brands that they know they will never wear again, whereas by purchasing pieces off-the-rack and online from brands that they already wear pieces from, they’re more likely to wear these items again in the future, and therefore have been a lot more eager to make a purchase,” she says.
As wedding weekends expand, the bridal wardrobes have as well. “Most of my clients are now doing entire weekends full of events, sometimes even with multiple outfit changes each day. With that, they’re on the hunt for a variety of looks, including more casual pieces and some more unorthodox pieces,” says bridal stylist Gabrielle Hurwitz, who notes she’s seen a growing appetite for suiting.
There’s meaning behind brides’ less traditional fashion decisions. “By deviating from an all-white wardrobe for their wedding celebrations, brides are making a sustainable and economical choice as they invest in pieces they can wear repeatedly,” adds Keane. “They are opting for colorful attire and incorporating non-traditional elements into their wedding wardrobe, allowing these pieces to become versatile and incorporate them into their everyday or special occasion outfits long after the big day.”
As trends have shifted, designers and brands are meeting the moment. Here are seven of our favorites right now.
The ultrahip Canadian retailer is jumping into the wedding game with an exclusive capsule collection featuring pieces from Simone Rocha, Sophie Buhai, Sandy Liang, and Chopova Lowena. The line skews from cutting edge to delightfully sweet, and features accessories and three cool-girl dress silhouettes from Lowena, a demure, bow-adorned minidress and bridal ballet flats from Liang, sophisticated bows and scrunchies from Buhai, and a signature Rocha piece with new embroidery. Additionally, the SSENSE Edit curates wedding looks from across the site’s existing inventory.
After years of creating custom wedding gowns for celebrity brides like Mandy Moore, Rodarte is finally translating its ethereal look for a formal bridal collection with Luxury Stores at Amazon. “So many people see bridal opportunities within our pieces that we wanted to expand into the category in a more deliberate manner with a wider offering of textures and materials,” designers Kate and Laura Mulleavy said in a statement. The line favors rosettes, lace, and narrow silhouettes and maintains the feminine grace loved by Rodarte devotees.
Markarian bridal was put on the national stage in November, when first granddaughter Naomi Biden wore a custom after-party dress to her White House wedding. The ladylike looks have made the brand a favorite for classic gowns and chic bridesmaid ensembles. With the SS24 collection, founder Alexandra O’Neill utilized silk faille, floral organza, embroidered and pearl beaded laces, and silk-cottons with daisy embellishments. Markarian also collaborated with milliner Gigi Burris for a range of modern headpieces, like a blusher veil in blue and yellow and a blue crystal encrusted voilette veil. “We are loving classic 1960’s cuts in buttery ivories inspired by Elizabeth Taylor and Richard Burton’s wedding,” says O’Neill. “Our brides are gravitating towards more ready-to-wear style and fashion -forward pieces but still in classic silhouettes.” Keane names Markarian as one of the brands using bows in fun ways. “Bows add a charming and romantic touch, giving a timeless addition to the bridal look,” she says.
The buzzy lifestyle brand tweaked its much-loved Nap Dress for bridal with new fabrics and embellishments. The Ribbon Ellie Nap Dress comes in white lace and tulle and features bow straps, while a sheer black tulle version elevates the Nap Dress for a more formal guest look. Other options include an eyelet skirt and top set ideal for a honeymoon look and a lace duster destined for getting-ready pics.
Seeming to anticipated its devoted fanbase’s every need, SKIMS released a bridal collection that includes trousseau-perfect favorites like lingerie, shapewear, and sleepwear. It also offers new classics like a crystal-trimmed minidress, a blue cropped silk camisole and cargo pants combo for bridesmaids, and a lace-trimmed mesh cardigan.
Designer Sarah Staudinger’s 2022 nuptials inspired her brand’s foray into all aspects of wedding wear. Launched in March, the collection features relatively affordable bride, bridesmaids, and guest options for any wedding related events. Gowns skew sleek and unadorned and include chic columns, two-piece sets, and low backed halter necks that evoke Staudinger’s own minimalist wedding dress. “Our customers have been wearing a lot of our dresses to wedding parties, so it was a natural evolution to develop a collection of dresses specifically for these occasions,” says Staudinger. “In designing this collection, I really saw an opportunity with our customers and their desire for something fresh and new with real value for both brides and their guests.” Keane appreciates Staud pairing oversized blazers with more feminine dress silhouettes. “This fusion creates a chic and contemporary bridal ensemble, offering a unique and sophisticated look for modern brides,” she says.
The print-loving British brand always viewed bridal as part of its oeuvre, but waited to launch the actual collection, which includes looks for the registry office, reception, bridal party, and mother of the bride, until the timing was right. “We actually launched bridal during the pandemic, and I think you can see in our collections that our pieces are really catered to a variety of weddings and brides, from smaller scale registry office weddings to second looks for the dance floor,” says RIXO co-founder Henrietta Rix. Its just-released fourth collection focuses more on traditional ceremony looks, “but essentially, we wanted a collection that offered pieces for every bride.”
A Hawaii Wedding With a White Lotus Feel
Go Inside This Fashion Couple’s Two Weddings
A Stylist’s Very Fashionable Grand Cayman Wedding
A Chicago Couple Took the Party to Dubai
