# Non-Traditional Wedding Capsules The Ssense Bridal 2.0 Collection Celebrates Unconventional Style By Laura McQuarrie | Published 2024-05-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ssense-bridal-20 References: [refinery29](https://www.refinery29.com/en-us/ssense-bridal-dresses-accessories-capsule-collection?utm_source=feed&utm_medium=rss) & [ssense](https://www.ssense.com/en-us/editorial/fashion/ssense-bridal-collection?clickref=1101lyxonVeF&utm_source=PH_305950&utm_medium=affiliate&utm_content=0&utm_term=&utm_campaign)  Last summer, Ssense launched an “anti-bridal” [Bridal Capsule Collection](https://www.trendhunter.com/trends/bridal-atelier-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](https://www.trendhunter.com/trends/feather-kissed-collection) 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](https://www.trendhunter.com/trends/2026-bridal) gathered eight real-life couples as models and captured their love stories in a video series. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 94% | Activity: 69% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Weddings](https://www.trendhunter.com/weddings) ## Key Themes ### 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. ## Related on Trend Hunter - [Stunning Luxe Bridal Collections](https://www.trendhunter.com/trends/luxe-bridal.md) - [Curated Bridal Dress Collections](https://www.trendhunter.com/trends/honey-bridal-edit.md) - [Inclusive Bridal Gown Capsules](https://www.trendhunter.com/trends/feather-kissed-collection.md) - [Curated Summer Bridal Collections](https://www.trendhunter.com/trends/bridal-atelier-collection.md) - [Statement-Making Bridal Veils](https://www.trendhunter.com/trends/non-traditional-wedding-veils.md) - [High-End Bridal Collections](https://www.trendhunter.com/trends/vivienne-westwood-bridal-couture.md) - [Powerful Modern Bridal Collections](https://www.trendhunter.com/trends/houghton-x-albright.md) - [Comprehensive Ultra-Luxurious Bridal Lines](https://www.trendhunter.com/trends/2026-bridal.md) - [Revived Luxury Bridal Collections](https://www.trendhunter.com/trends/davids-bridal-3.md)