Bridalwear sexification turns market on its head

The classic white wedding gown has marked many a bride’s wedding day, but modern wives-to-be are now revolting against this ‘virginal’ and demure tradition in favour of overtly risqué outfits.

That’s the verdict of research house Keynote, whose latest study into the bridalwear market suggests the emergence of a trend that it is dubbing the ‘sexification of the wedding dress’.

It points to the recent Spring 2016 Bridal Fashion Week as evidence of the fad, with models donning raunchy thigh-high splits and mini-dresses, as well as ‘is she, isn’t she’ illusion bodices and sheer skirts.

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And for further confirmation of the changes taking place in the market, Keynote highlights leading fashion house Vera Wang’s latest collection, which features “barely-there lingerie-style nightie dresses, alerting the congregation to the bridal underwear beneath her see-through gown”.

The company added that the increase in same-sex weddings has also inspired the design industry to revisit conventional bridalwear designs.

“While showing the future in-laws more than they bargained for may not be every bride’s way to live happily ever after, this new trend within the bridalwear market is unsurprising given the recent liberalism within the wedding industry across the UK,” it stated.



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