From discovering new restaurants to choosing a vacation, the spectacular rise of Instagram has transformed the way we plan for and experience lifestyle events. Our social media analysis proves that weddings have now become a peak personal brand moment, the perfect platform for showcasing professional photography, supported by custom hashtags and ‘made for Insta’ visual moments.
This makes wedding fashion, for both the happy couple and the guests in attendance, a huge commercial opportunity for brands and retailers, with millions of customers searching for the outfit that will generate the most likes on the day. Prepare for inspiring wedding content to take over your feed this Summer, with the most powerful Insta-weddings celebrating bold, stand-out looks and original styling touches. Forget Fashion Week or Awards Season, here’s why weddings are now the most powerful fashion moments of the year...
More spending from wedding guests on wedding outfits
There are more wedding specific outfit searches each year than there are for Christmas parties.
The average cost of a wedding dress has increased and is up 12%, in line with the increasing cost of a wedding which is currently $33,931 according to The Knot. More than 23% of brides on Lyst opt for two wedding dresses.
Pre wedding activities are more expensive to attend than the wedding itself - Bachelor party attendees spend on average $738. Bachelorette party spending averages $472.
According to The Knot the average length of an engagement is now 13.6 months, giving couples longer to plan and save.
Wedding hashtags get on average x10 more engagement than holiday hashtags.
When Eve Paterson, a bride from Cambridge, shared a wedding photo that pictured her and her bridesmaid with hands in specially sewn pockets, the image went viral. Comfy, cool and very convenient for storing snacks, Olivia Colman, Sarah Paulson, and Gemma Chan also endorsed dresses with pockets at this year’s Oscars. With searches for gowns with pockets up 83% over the last six months, we can expect to see them on brides and guests this year.
Blazers are a favorite amongst the fashion set. Data indicates their continued growth in popularity over the last year, with searches increasing 57% over the last 3 months. Blazers from Racil, Jacquemus, & Other Stories have all significantly increased in views heading into wedding season.
Men’s engagement rings gained worldwide media attention after Ed Sheeran started wearing one last year. With searches rising 66% year on year, this is a new tradition that is set to become even more popular with time.
More than ever, brides are now choosing comfort on their big day, and searches for white personalised sneakers are at an all time high, increasing 61% year on year. Words “sparkly” and “customised” are increasingly being used in sneaker searches, so we can expect to see them walking down the aisle this wedding season.
Searches for white suits have increased rapidly over the last three months — they’re up 43%. Glenn Close, Lupita Nyong’o and Priyanka Chopra are all A-list fans. Expect to see them on both brides and controversial wedding guests this Summer.
Views of hot pink formal dresses have been on the rise over the last 6 months and are currently up 45% year on year. Expect to see Killing Eve-inspired oversized Molly Goddard dresses on show at the most fashionable weddings — searches for the brand have increased 24% since the program aired last year.
Traditional pastel hats and feather fascinators will be replaced by designer headbands in luxe fabrications. With searches currently up 94% from January, bright hair bands are especially in demand. After Rachel Weisz wore a vintage jewelled headpiece to the Oscars (which turned out to be two repurposed vintage Cartier brooches), searches increased 78% for “diamond headbands” the following week.
With searches up 109% since the beginning of January, pearl earrings are one of the biggest jewellery trends of the year. Big or small, statement-making or understated, unusual pieces have been popping up everywhere, from the Dior catwalk to the streets of Copenhagen.
While “modern” is the most popular search term used alongside weddings - followed by “romantic” and “rustic” - couples have been taking this theme to the extreme. Disney, Game of Thrones and Harry Potter are the most searched of the more alternative modern wedding themes.
Sustainability has rightfully been a hot topic this year, and the change in attitudes is impacting the bridal market. There has been a 93% increase in views of pre-owned wedding dresses, with a 42% combined increase for searches including the words “vintage” and “second hand” year on year.
With huge influencer status, this couple were always going to provide their followers with heaps of wedding content and a step by step account of their big day. To date, the hashtag #TheFerragnez has an engagement of over 39 million. From private jets and walls of roses to fireworks and ferris wheels, Chiara and Fedez knew how to take their 23.7 million followers on their journey.
The couple chose to keep their marriage details underwraps, stoking the social media fire. When Miley Cyrus released images of her relaxed family affair, searches for Vivienne Westwood wedding dresses increased 169% over the following three months.
There was a positive reaction on social media after Princess Eugenie married Jack Brooksbank in a Peter Pilotto low backed wedding dress that showed her scoliosis surgery scar. Searches for backless wedding dresses have since increased 200%.
Stella McCartney’s bridal collection launched in November, six months after she designed Meghan’s evening wedding gown. The impact has been huge, and she has remained in the top 3 most searched wedding dress designers since the launch.
A contender for the celebrity wedding of 2018, the festivities ran for a whole week. For the Christian ceremony, the bride wore custom Ralph Lauren with personalised words and phrases woven into the outer layer of the dress. Despite the fact the designer has only ever made a handful of bespoke bridal dresses and doesn’t have a bridal range, searches for Ralph Lauren wedding dresses increased 906% in 24 hours.