Spring 2020 runway shows brought ready-to-wear bridal to the forefront with numerous adaptations of the traditional white luxury gown. White ethereal gowns dominated the runway in a timely response to Bridal Fashion Week, a mere one week apart.
Ready-to-wear and bridal fashion historically represent two opposite ends of the consumer spectrum, however the likes of the modern bride are causing the two to contend. Emerging brands like WED aim to subvert antiquated bridal expectations by using easily laundered fabrics in color options that have longevity for the wearer. WED’s 2020 runway debut was not alone, with design houses Loewe, Jason Wu, Miu Miu, Nina Ricci (amongst others) showcasing ready-to-wear bridal options for the nontraditional bride.
Desires of the millennial bride transcend its predecessors with concerns for sustainable and affordable alternatives. The ready-to-wear bridal industry is disrupting the one-time wear assumption with bridal gowns, which has the potential to create waves in e-commerce markets.
Image Credit: Instagram <a target="_blank" href="https://www.instagram.com/wedstudio_/">@wedstudio_</a>, Vogue/<a target="_blank" href="https://salvatoredragone.com/">Salvatore Dragone</a>, Vogue/<a target="_blank" href="https://www.instagram.com/alessandrolucioni/?hl=en">Alessandro Lucioni</a>
Key Themes Behind This Trend
- Ready-to-wear Bridal
- Disruptive innovation opportunity: Creating sustainable and affordable alternatives to traditional bridal gowns.
- White Ethereal Gowns
- Disruptive innovation opportunity: Incorporating easily laundered fabrics and color options with longevity for the modern bride.
- Nontraditional Bridal Fashion
- Disruptive innovation opportunity: Designing ready-to-wear bridal options that cater to the desires of the millennial bride.
Where This Applies
- Fashion
- Disruptive innovation opportunity: Introducing ready-to-wear bridal gowns that challenge traditional bridal expectations and disrupt the industry.
- E-commerce
- Disruptive innovation opportunity: Exploring the potential of ready-to-wear bridal gowns to create a new market segment in the e-commerce industry.
- Textile
- Disruptive innovation opportunity: Developing easily laundered fabrics and innovative color options for the ready-to-wear bridal industry.
