And the bride wore … anything but white: celebs EmRata and Chloë Sevigny bucked wedding trends to bring a little colour to their big day – and now others are following suit

Here comes the bride, all dressed in white. Or at least, almost always dressed in white – so deeply steeped in tradition is the hue for this one important day. And yet, until Britain’s Queen Victoria created a new trend with a white satin gown for her wedding to Prince Albert in 1840, brides mostly wore a variety of colours on their special day. According to a 2018 survey in Brides magazine, around 83 per cent of brides choose to wear white – yet things may be shifting. Pinterest searches for “unique wedding dress” are up 240 per cent year on year, while blush pink wedding dress searches are up 60 per cent. It must also be noted that in countries such as India and China, red is the traditional choice. Plenty of brides have bucked the white dress trend over the years – and celebrities are particularly known for it. Take model Emily Ratajkowski, who wore a mustard yellow Zara co-ord for her 2018 wedding to now ex-husband Sebastian Bear-McClard. Or Mandy Moore, in the same year, in her clouds of pale pink Rodarte tulle. Or, rewinding to 2003, Julianne Moore in lilac. And who could forget Victoria Beckham’s purple dress from 1999 – or its silver anniversary reprise in 2024? In keeping with Pinterest, pale pink is indeed a popular choice for the bride who doesn’t want to wear white. It was worn by Beatrice Borromeo for her 2015 wedding to Pierre Casiraghi, currently eighth in the line of succession to the Monégasque throne; and Jessica Biel for her 2012 nuptials with Justin Timberlake – Valentino and Giambattista Valli, respectively. Meanwhile, Chloë Sevigny wore black for her 2020 wedding, and so did Sarah Jessica Parker in 1997. Another stand-out was actress Sophia Bush, who opted for a floral off-the-shoulder Monique Lhuillier dress for her big day in 2022. Pink is something that Australian fashion designer Toni Matičevski explored for his most recent bridal collection. He says that while most of his brides still want to wear white, they want interesting textures and finishes. “This collection explores a soft pink sequin fabrication, to again challenge the traditional notions of what a modern bride can be. Why not shine and sparkle on your special day?” he says. Sparkle, shine and fabulous colour are some of the reasons London designer Ashish Gupta – known for his high-voltage creations – has just launched a direct-to-consumer bridal capsule. The collection includes a glimmering rainbow sequin halter neck and a gauzy sheer shift with vivid appliqué florals. Gupta says the idea germinated when he created a veil for a friend’s wedding. “[It was] covered in hand-sewn sequins and beads to create a ‘confetti’ effect. People loved it. The veil ended up on countless bridal Pinterest boards, and I’ve had messages ever since asking if I’d make it again,” he says. “So many people were already choosing to get married in Ashish or wear Ashish as part of the wedding wardrobe – pieces that weren’t designed as ‘bridal’ but felt right for them. It felt natural to create something specifically for that moment.” Gupta had long felt there was a gap in the bridal dress market. “There’s a certain type of bride who’s been underserved – a bride who doesn’t necessarily see herself in lace and satin, but still wants something extraordinary. This collection is for her,” he says. “I wanted to offer an alternative – something joyful and beautiful but not too traditional. Weddings should be meaningful but also fun. You can cry at the vows and still end up at a disco in sequins afterwards.” Shaking up traditions can extend to the outfits a bride chooses to get ready in too. Olivia von Halle, London purveyor of the most glamorous pyjamas and slips – and the preferred wedding attire of brides such as fashion insider Clara Cornet and British actress Amy Jackson – is also seeing a shift. “I think the bridal landscape is constantly evolving. We’re seeing more and more brides move away from traditional bridal rules in favour of edgier, more playful choices. There’s a real surge in brides embracing colour and fun prints – not just for themselves, but for their bridesmaids too,” von Halle says. “We’re increasingly receiving requests for colourful floral prints for getting ready on the morning of the wedding, and even some brides opting for black pyjamas for their bridal party. I actually got married very young in a pink catsuit, so I’ve always embraced the unexpected and I love seeing modern brides do the same.” Von Halle is heartened by the shaking up of traditions. “It’s refreshing to see women not taking themselves too seriously, and instead leaning into bold colours and statement pieces that really reflect their personalities,” she says. “I think it’s less about following tradition and more about creating moments that feel true to who you are.” This also fits with what Gupta says his brides want. “She wants joy most of all. She wants colour, and sparkle, and something unusual. She wants something she will wear again and again, not just something to be worn once for the wedding,” he says. “If she’s wearing white, it’s probably covered in sequins. If there’s a veil, it probably looks like it’s been dusted in glass beads. It’s less conventional ‘fairy tale’ but it’s more magical, and loads more fun. It’s not just about looking a certain way – it’s also about feeling a certain way.”

And the bride wore … anything but white: celebs EmRata and Chloë Sevigny bucked wedding trends to bring a little colour to their big day – and now others are following suit

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Australian designer Toni Matičevski thinks pink is the way to go, while Ashish Gupta brings rainbow glitter, sequins and a large dose of fun to his designs

Australian designer Toni Matičevski thinks pink is the way to go, while Ashish Gupta brings rainbow glitter, sequins and a large dose of fun to his designs