Trend is to have more than one dress on wed­ding day

The trend to­ward ex­treme gown shop­ping ties in with rise in des­ti­na­tion wed­dings


It seems that more is more in the world of wed­dings this year, as brides have stopped search­ing for “the one” in favour of “cu­rat­ing ” en­tire wed­ding wardrobes. Where once a woman bought a sin­gle state­ment gown for the cer­e­mony, pos­si­bly slip­ping into some­thing slinkier for the re­cep­tion, wed­dings have now been ex­trap­o­lated to en­com­pass all man­ner of new sub-events — re­hearsal din­ners, af­ter-af­ter-par­ties, in­ter­na­tional bless­ings and post-wed­ding brunches — each re­quir­ing a bridal look to match. When singer and gem­stone heiress Vic­to­ria Swarovski mar­ried prop­erty in­vestor Werner Murz in Italy last month, she wore dif­fer­ent dresses to get mar­ried, to cut the cake, to per­form, and to host a unique red colour-themed din­ner for her guests. They were all de­signed by Dubai cou­turier Michael Cinco and fea­tured a blitz of her fam­ily’s crys­tals, but she ul­ti­mately used the big day to trial ev­ery bridal sil­hou­ette on the block. And Swarovski is not alone. The trend for ex­treme dress shop­ping matches up with a rise in cou­ples book­ing des­ti­na­tion wed­dings and the de­sire to ex­tend the party for as long as pos­si­ble. The quest to do some­thing unique and mem­o­rable is also in line with the im­pend­ing death of the Pin­ter­est wed­ding, as guests are be­com­ing fa­tigued with the copy­cat twin­earound-jam con­tainer set­ups that are shared pro­lif­i­cally on the site. “Wed­ding sea­son can get quite repet­i­tive so a lot of peo­ple now want to give their guests a dif­fer­ent ex­pe­ri­ence,” says Nausheen Shah, the New York-based stylist who re­cently out­fit­ted DJ and fit­ness blog­ger Han­nah Bronf­man with no fewer than eight bridal looks for her nup­tials in Morocco. “Des­ti­na­tion wed­dings are pro­duc­tions — if you’re ex­pect­ing your guests to fly some­where and spend money on a ho­tel, then you want to make it worth their while.”

Shah ad­vises clients who are plan­ning a multi-faceted (and there­fore multi-dress) wed­ding to make a sto­ry­board of the key events, times, weather and lo­ca­tions that will make up their cel­e­bra­tions, be­fore find­ing an out­fit for each phase.

“It’s re­ally nice to do a buildup with the wardrobe and to have each sec­tion be un­ex­pected,” she says. In Bronf­man’s case, this in­volved a Cuc­culelli Sha­heen dress (hand-beaded with that night’s con­stel­la­tions) for the re­hearsal din­ner, a cus­tom sweet­heart Vera Wang gown for the cer­e­mony, a change into feath­ered Elie Saab for the break­fast, and a vin­tage Chanel for danc­ing. The fol­low­ing day, Bronf­man chose gold, yel­low and black gowns, with vary­ing de­grees of em­bel­lish­ment, to host a pool party and desert disco. As prices for one gown from Wang’s bridal col­lec­tion can start at $8,600, you can see how quickly the cost can spi­ral.

While most things about this new move­ment buck tra­di­tion, the main ‘wow’ mo­ment, Shah says, is still the ex­chang­ing of the vows. “Most women still like to make the main cer­e­mony their grand­est (dress) and most women still like to wear white for that. But the rest of the events are a chance to show your­self in as many lights as pos­si­ble,” she says. “Shop­ping for sev­eral events is time-con­sum­ing, but it’s ex­cit­ing to ex­press your per­son­al­ity and take peo­ple on a jour­ney,” she says.

If you think all the cos­tume changes sound ex­ces­sive, bridal de­signer Char­lie Brear sees them as a sign of these In­sta­gram-fo­cused times. “Ab­so­lutely, it’s all about the pic­tures,” Brear says, adding that the epony­mous la­bel she founded in 2010 has been boom­ing as clients now re­quest sec­ond, third or even fourth en­sem­bles from her. Brides on a bud­get are also keen to max­i­mize their styling op­tions, she says, buy­ing mix-and-match skirts and tops from her Styling Ad­di­tions line, and choos­ing bridal jump­suits and sep­a­rates for more af­ford­able ex­tra looks. “The mar­ket has ex­ploded since In­sta­gram launched,” she says. “For a lot of peo­ple, this is their red-car­pet mo­ment, their chance to be at the cen­tre of their world — and en­joy plan­ning ev­ery de­tail.”

Alexan­dra Ed­wards, pub­lic re­la­tions man­ager for lux­ury shoe brand Jimmy Choo, says that she found plan­ning her des­ti­na­tion wed­ding to be “the most fun” and felt it was only fair to match her sched­ule of events with suit­ably ex­cit­ing dresses. She kicked off her wed­ding to Carlo Carello, owner of Al­bert’s Club, with a 1950s-style Esme Vie dress for her Lon­don civil ser­vice, then wore gowns by Valentino, Naeem Khan and Ge­orges Hobeika for her cer­e­mony and post-wed­ding gar­den party in Italy last month — all paired with cus­tom Choos.

“I al­ways wanted a big wed­ding and I wanted to drag it out for as long as pos­si­ble,” Ed­wards says. “Carlo is from Italy, so it made sense for us. Fam­i­lies and friends move all over the place so go­ing to a wed­ding in Europe isn’t so much of an ask.”

When asked if hav­ing sev­eral gowns di­lutes their sen­ti­ment in any way, she says: “I would like to think that I will keep all of my dresses be­cause I put so much ef­fort into choos­ing them. I want them for the mem­o­ries.”

And for the gor­geous pho­to­graphs, nat­u­rally.


Nausheen Shah, a New York-based stylist, tells brides who are plan­ning multi-faceted (and there­fore multi-dress) wed­dings to make a sto­ry­board of their plans — in­clud­ing times, weather and lo­ca­tions that will make up the cel­e­bra­tion — be­fore find­ing an out­fit for each phase.

Asked if hav­ing sev­eral gowns di­luted the sen­ti­ment, re­cent bride Alexan­dra Ed­wards said: “I would like to think that I will keep all of my dresses be­cause I put so much ef­fort into choos­ing them. I want them for the mem­o­ries.”

DJ and fit­ness blog­ger Han­nah Bronf­man had no fewer than eight dresses for her re­cent wed­ding cel­e­bra­tions in Morocco.

The main “wow” mo­ment of the wed­ding, says Nausheen Shah, is still the ex­chang­ing of vows be­tween the bride and groom.

Newspapers in English

Newspapers from Canada

© PressReader. All rights reserved.