If 2020 was the year of the Zoom wedding, 2021 is bringing the party back for the newlyweds and their guests. As in person fittings remain difficult at this time, online searches for wedding dresses and suits have quadrupled year-on-year. From the rise of the engagement watch to grooms’ skirts and the increasing demand for partywear, brides and grooms are now opting for bold and contemporary pieces made to celebrate love and spark joy.
Looking at brands, we expect a big year for contemporary labels rather than big luxury names. Searches for Khaite and Retrofête — both favorites amongst the fashion crowd — are continuously rising (up 63% and 27% respectively year-on-year), while Simone Rocha’s bridal accessories are amongst the most wanted so far. Thom Browne is becoming a favorite amongst grooms, as searches for the brand’s suits grew 23% over the last quarter. Meanwhile, page views for white Christopher John Rogers pieces have increased 42% since the start of the year, with his topstitched cotton-twill maxi dress generating over 5,000 page views over the same period.
Maximalist Matrimony
Photos courtesy of Area, Molly Goddard, Adam Katz Sinding.
Hot Bride Summer
Although demand for Khaite’s big shoulder white dresses is rapidly growing (45% quarter-on-quarter), it’s feathered details that brides are really looking for. Searches for feathered gowns have increased 128% since January (compared to 2020), while searches for tops and dresses with feather details have increased 94%. Meanwhile, the princesscore vibe is very much still alive, causing an astonishing 134% year-on-year rise in searches for tulle dresses and skirts.
Bold Grooms
Schitt’s Creek’s finale broke ground last year when David Rose, played by Dan Levy, got married in a ‘groom skirt suit’ by Thom Browne. Since then, searches for “men’s wedding skirts” have increased 26%, with Thom Browne’s black pleated skirt being one of the most wanted styles.
Bold, colorful suits are another daring and equally show-stopping trend that can be expected this year. Although black and navy blue remain the most wanted colors when it comes to tuxedos, pink is slowly becoming the new black: page views for pink suits have increased 33% since the start of the year.
Photo courtesy of Netflix.
Bridal Regencycore
Following the release of Netflix’s Bridgerton, the Regencycore trend swiftly took over our wardrobes — and it didn’t take long for it to also make its way down the wedding aisle. Now, more and more brides-to-be are opting for 1800s-inspired dresses and accessories, which has resulted in a rapidly increasing year-on-year demand for bridal corsets (+291%), empire waist wedding dresses (+133%) and embellished headpieces (+156%).
Simple & Stunning
Photos courtesy of Christina Fragkou, Adam Katz Sinding, @lilyallen.
Pascal Le Segretain /Getty Images Entertainment/Getty Images
Casual Lines
Stepping away from traditional gowns, suits and casual white dresses are rising to be a new favorite amongst brides. Searches for white and cream suits are up 42%, while Aje, Cult Gaia and Rat & Boa are 2021’s new go-to brands for affordable but elegant wedding dresses.
Recycled Love
Searches for wedding dresses and suits including sustainability-related keywords (organic, upcycled, recycled, conscious, eco-friendly, sustainable) increased 193% collectively over the past three months. Pre-owned and vintage pieces are also rising in popularity; searches for pre-owned wedding gowns have spiked 103% since March, whilst page views for vintage designer pieces from brands including Mugler, Versace and Vivienne Westwood went up 53%.
The Year of the After Party
Lockdown newlyweds are having the chance this year to celebrate in front of their loved ones, with sequel weddings and after parties. Following a year full of Zoom parties and waist-up dressing, partywear is having its big moment again. Fashion-favorite brands including Retrofête, LoveShakFancy, Amina Muaddi and David Koma have all seen a spike in searches ahead of the summer wedding season, while interest for mini bridal dresses has jumped 170% since January.
Despite the profound popularity of party dresses, “fun pants” are becoming the new favorite amongst brides and grooms. We expect a big year for jazzy, going out bottom pieces such as printed pants (+43%), embellished (+37%) and pleated trousers (+31%), demand for which has been steadily increasing over the past three months. High heels are also making their way back to the party scene, with rhinestone heels amongst the most wanted categories and over 18,000 monthly searches for Amina Muaddi’s crystal slingback pumps.
The Untraditional Way
As the market adapts to a new era, so too are couples, who are bringing an extensive range of “firsts” during this season. “Bridal”, “wedding” and “matching” face masks are most couples’ “something new” and have been generating over 30,000 monthly searches collectively. But face masks aren’t the only unexpected accessory of 2021; expect to see more fine watches and the rise of the “engagement watch”. Looking at the category as a whole, terms such as “couple”, “engagement” and “wedding” have started to appear more frequently over the past year, resulting in a 42% increase in searches for pieces including these terms.
Shoppers are increasingly looking for gloves to match their wedding outfits: searches for the accessory including the terms “bridal” and “silk” have nearly doubled over the past three months, no doubt due to both Covid and Bridgerton inspired dressing.
Guests Attire
Pool/Getty Images News/Getty Images.
All Dressed Up
Whether the destination is a wedding ceremony or an after party, joyful dressing is dominant for guests. Worn by Amanda Gorman during Inauguration Day, Prada’s headband is the most wanted accessory, while searches for headpieces continue to grow — they are currently up 40% quarter-on-quarter. Blazer dresses in bold colors from the likes of David Koma and The Attico are also growing in demand (+181% year-on-year), while searches for high heels jumped 163% quarter-on-quarter — The Attico’s Devon mules, as worn by Dua Lipa and Kylie Jenner, ranked as the 5th hottest product in the latest Lyst Index.
Photo courtesy of The Attico.
Green Hues
Since March, online searches for green hues have risen 69% quarter-on-quarter , with sage and emerald being the most popular shades. Reformation’s Ingrid dress in both celadon and emerald has been added to over 10,000 wishlists over the past couple of months and is still one of the most sought-after pieces in the category.
Cottagecore’s Back
With more weddings celebrated outdoors, guests are inspired by this garden party feel and are actively looking for cottage-inspired pieces. Although florals are a classic staple, gingham is having a moment this season with searches for the print rising 166%, while demand for straw and panama hats increased a staggering 215% year-on-year.