‘Bride effect’ taps into wedding wardrobes to draw attention

Could the wedding dress be poised to replace day-to-day clothes? We’re not there yet, but elements from the bridalwear playbook are currently the talk of social media. In short, it’s about standing out from the crowd and being the centre of attention, making yourself “the most attractive woman in the room”, TikTokers say.

It’s said to be the dream of little girls – or for some of them at least – to wear a white dress adorned with lace, tulle, frills and other embellishments, matched with chic and precious accessories, and to step into the role of queen for a day. Although wedding dresses have evolved considerably in recent years, they remain an institution, to the point of becoming the driving force of a new viral trend dubbed the “bride effect.”

So what is this aesthetic that’s causing such a buzz on social networks? And why is it so popular right now? Simply type the hashtag #brideeffect into TikTok, and you’ll see a multitude of videos explaining or presenting this famous “bride effect”, complete with demonstrations and tutorials.

And fans of this very specific aesthetic agree: it’s not just another style or a new inspiration, but a kind of strategy aimed at those who “want or need to be the most attractive woman in the room.”

As you can see, it’s all about dipping into the bride’s wardrobe to help make yourself the centre of attention. The first step is to wear white – a jumpsuit, a top or a dress. This colour stands out from the crowd, reflecting a certain rarity and a dazzling lightness.

The second step is to opt for jewellery that’s synonymous with elegance and purity. The idea is not to wear a mass of jewels, but to choose between a necklace, earrings or even a bracelet. Why not give it a whirl this Valentine’s Day? –