The 2020 Wedding Report
To compile the results for this Wedding Report, Lyst has analysed the online shopping behaviour of more than 100 million shoppers over the past year searching, browsing and buying fashion across 12,000 designers and stores online. The report also factors in social media metrics, taking into account influencer and brand followings, multi-platform mentions of products, hashtags and related keywords, plus sentiment analysis.
Stepping away from traditional weddings and the various expectations that come with them, more and more couples are opting for unconventional venues and locations, longer events that require multiple outfit changes, and bold accessory choices. Along with these modern twists on the celebrations, data shows that both brides and grooms are becoming increasingly conscious of a wedding’s financial and environmental implications, with purchases ranging from special pieces that can be re-worn long after the honeymoon is over, to generally more relaxed and more affordable looks.
So, as weddings continue to transform into weekend-long affairs, prepare for traditional bridal outfits to be replaced by modern and thought-through looks with unique touches. From contemporary eveningwear pieces to new necklines loved by guests, here are the trends that will define this year’s wedding season.
Trends for Brides
Photo: John Chillingworth, Picture Post, Getty Images
The Contemporary Bride
As the definition of bridalwear continues to evolve, contemporary labels are changing the bridal market thanks to their relaxed, modern and more affordable take on wedding attire. Heading into the wedding season, searches for white Ganni dresses are on the rise, up 41% over the last six months, while searches for white Cecilie Bahnsen dresses have increased 244% year-on-year.
Pre-Owned and Vintage
The change in attitudes towards sustainable fashion continues to impact the bridal market, with more and more brides looking for vintage pieces. Online searches for wedding dresses that include the words “vintage”, “second hand” or “pre-owned” are collectively up 38% year-on-year, averaging close to 19,000 searches a month.
The Shapewear Revolution
Shapewear was called out in Lyst’s Year in Fashion and it’s filtered into bridalwear too. Searches for white corset dresses are up 37% quarter-on-quarter, while demand for “basques” and “bustiers” have gained momentum over the past six months. Searches for corsets by Vivienne Westwood have more than quadrupled year-on-year since they reissued their iconic design and appealed to a new generation — they have been spotted on the likes of Bella Hadid, FKA Twigs and Miley Cyrus.
Minimalism
With the rise of a more sustainable take on bridalwear also comes a demand for simpler, more minimalistic wedding outfits that will not age and can be worn long after the wedding day is over. Searches for timeless slip dresses from the likes of Asceno, Galvan and Rasario are up 64% quarter-on-quarter, while searches for white blazers and white jumpsuits are up 19% and 36% respectively.
The Little Women Effect
Inspired by the costumes seen in Little Women, puff sleeves are set to be a big bridal trend this year. Searches for the style increased 38% year-on-year and Mother of Pearl and Cecilie Bahnsen are the most searched brands. Mid-length bridal dresses have also seen an increase in demand: there are 27% more mid-length white dresses on Lyst year-on-year.
Photo: Keystone, Hulton Archive, Getty Images
The Rise of the Two-Piece
As worn by Zoë Kravitz, Ellie Goulding and Hillary Duff for their wedding receptions, searches for two-piece bridal ensembles are rising. ASOS is the breakout brand in this category, with over 3,500 brides choosing to wear the ASOS Edition lace crop-top maxi dress on their wedding day.
Small Details With a Big Impact
As wedding dresses get simpler, more importance is being given to accessories. Oversized hair bows, headbands and pearl earrings have all significantly increased in views year to date (compared to the same time the previous year). Online searches for face veils, as seen in the A/W ‘20 collections of Rodarte, Carolina Herrera, Brock, and Christopher John Rogers, increased 306% year to date (compared to the same time the previous year). Small bags, perfect to keep bridal essentials on hand, have also seen a rise in demand, with pieces from Jacquemus, Shrimps and Cult Gaia driving the most sales.
Beyond the Dress
As weddings become a longer affair, other bridal pieces are now considered. Searches for white swimsuits have increased 39% year-on-year, with one-piece swimsuits from brands such as Hunza G, Melissa Odabash and Marysia being particularly popular. Belted styles are also in growing demand. Meanwhile, led by Sleeper’s feather-trimmed pyjama set, the trend for bridal sleepwear is growing: over the last six months, searches for white pyjamas have increased 95%.
Trends for Grooms
Bohemian Style
With the rise of destination weddings comes the rise of a more casual take on groom attire. Searches for linen shirts have risen 14% year-on-year. Beach-appropriate espadrilles have also seen a 10% increase in views over the past few months, year-on-year.
Fancy Accessories
Gone are the days when black suits were all that was acceptable. Grooms are showing off their personal styles, with searches for olive green, purple and steel blue suits rising 69% collectively over the past few months.
The Finer Details
Over the past year, interest in luxury menswear accessories such as cufflinks, socks and belts has been on the rise. Luxury ties from brands such as Ferragamo, Gucci and Hermes are especially popular, demand having increased 80% over the past three months. Searches for bow ties have also been on the rise, increasing 18% over the same period.
Casual Footwear
Just like brides have done in the past, more and more grooms are swapping traditional wedding shoes for a more comfortable option. Searches for white sneakers are up 42% quarter-on-quarter, while searches for loafers have increased 25% — styles from Ted Baker, Gucci and Tod’s are the most popular options.
Watches
Searches and sales of men’s watches have steadily been increasing over the last two years and are currently at their highest year to date (compared to the same time the previous year). While searches for classic brands Tag Heur, Rolex and Breitling have more than doubled in this timeframe, it’s the Apple watch that is currently most sought after.
Trends for Wedding Guests
Big Bold Florals
Bold florals — as seen in collections from Richard Quinn, Carolina Herrera, LoveShackFancy and Alexis — are a favourite amongst guests this wedding season. Data indicates their continued growth in popularity over the last year, with searches for floral dresses currently up 46%, year to date (compared to the same time the previous year).
Retro Necklines
Searches for off-the-shoulder dresses are up 28%, while square and sweetheart necklines saw a 23% and 25% rise in views respectively. After Selena Gomez wore Khaite’s Beth dress in January — which features a sweetheart neckline and extended sleeves — searches for the style spiked 138% week-on-week.
Fashionable Fringing
Searches for fringed pieces have been on the rise over the last few weeks and are currently up 25% for fringed dresses and 138% for fringed bags. Scarlett Johanson, Dua Lipa, Angelina Jolie, Kylie Jenner and Amal Clooney are all fans of the trend.
Geometric Heels
Classic pumps are being replaced by statement-making heels. Views have increased a staggering 307% over the last six months for Amina Muaddi’s flare heels, and we can expect to see them worn by many fashionable guests this summer. Square-toed shoes also remain popular: online searches are up 162% year-on-year.
Supersized Headbands
Designer headbands continue to be in high demand, with searches up 28% over the past four months, year-on-year. Crystal-embellished and knot headbands have seen a strong increase in searches over the past few months. Loved by stylists and celebrities including Jennifer Lopez, Ashley Graham and Kendall Jenner, accessories designer Jenifer Behr is leading the trend with her popular Lorelei silk headband. Searches for the brand have increased 75% over the last six months.
Stackable Ear Cuffs
With searches up 54% since January, ear cuffs are one of the biggest jewellery trends of the year. Whether large or small, diamond-encrusted or sleek and simple, these modern earrings have been popping up everywhere, with pieces from the celebrity-approved jewellery brand Katkim proving particularly popular.
Sophisticated Colours
Views of black formal dresses have been on the rise over the last year and are currently up 39% month-on-month. Meanwhile, mauve is the colour that has seen the steepest increase in searches, 52% year to date (compared to the same time the previous year). The most popular category for mauve searches are dresses and suits.
Celebrity Influencers
Brands to Watch
Based on Lyst data, we predict a big year for Simone Rocha, as searches have steadily increased over the last year (+45%) and page views spiked 64% in the 24 hours following the brand’s A/W ’20 show. With collections that cater for both brides and wedding guests, Markarian and Galvan are also seeing a rise in interest from shoppers, with searches up 49% year-on-year for the former and 29% for the latter. Fashion favourite The Vampire’s Wife continues to see a growth in demand, with a 19% increase in views year-on-year.
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