Last summer, Ssense launched an “anti-bridal” Bridal Capsule Collection and its success inspired a second iteration, Ssense Bridal 2.0. “Our first collection pushed an aspect of informality, but this season, we’re offering a broader depth in our capsule, which allows us to increase the amount of formal dressing—with a fashion-forward twist,” described Brigitte Chartrand, VP of womenswear buying for Ssense, in a press release.
This capsule collection features over 100 non-traditional wedding dresses and accessories from emerging and established designers, including standouts like a fully upcycled gown and matching gloves by Conner Ives.
To introduce Ssense Bridal 2.0 to the world, the luxury retailer gathered eight real-life couples as models and captured their love stories in a video series.
Why This Trend Is Growing
- Upcycled Wedding Gowns
- The rise of eco-consciousness in matrimony is exemplified by fully upcycled wedding attire, presenting sustainable luxury.
- Real-life Couple Campaigns
- Featuring authentic couples in marketing materials fosters genuine emotional connections and enhances brand relatability.
- Anti-bridal Fashion
- Non-traditional bridal collections redefine wedding aesthetics, catering to the modern, unconventional bride.
Industries Being Reshaped
- Sustainable Fashion
- Incorporating upcycled materials into luxury bridal wear showcases the potential for eco-friendly practices in high fashion.
- Media and Marketing
- The use of real-life couples in promotional campaigns enriches the narrative, making it more engaging and authentic.
- Bridal Wear
- Offering non-conformist bridal collections addresses the evolving tastes of contemporary brides seeking unique expressions.
