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Weddings look different for a lot of couples in 2024.

Instead of church ceremonies followed by lavish receptions, many lovebirds are opting for pared-down parties and smaller celebrations that offer a more intimate wedding experience — and a potential savings, too.

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According to the social media platform Pinterest, terms like “simple wedding gowns” and “small backyard wedding reception” have increased 205 per cent and 300 per cent respectively, year over year. The searches are part of a shift “away from over-the-top, expensive weddings and instead putting more emphasis on quality time with loved ones and guest experiences,” according to a the Pinterest 2024 Wedding Report.

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A break from traditional weddings — and the accompanying gowns — comes as no surprise to Desiree Thomas, CEO of ba&sh North America.

In 2021, the Paris-headquartered brand noted an increase in the number of customer requests for wedding-day looks that broke from tradition. In response to the interest, the cool-girl brand launched its first bridal collection, which included a small selection of occasion styles and accessories, last year.

“From a product perspective, the idea was that we were thinking about the occasions that sort of surround this joyous celebration,” Thomas says. “We wanted to also be there for the engagement party and we wanted to be there for the other key moments in terms of big, celebratory toasts and even her bachelorette party or her rehearsal dinner.

“So we were sort of thinking of it as a way to show up and be a part of her big moment and celebrating as something more than just one key moment.”

The pared-down pieces, which played with, design, hem length and texture, where a hit with customers, prompting the brand to introduce another collection of bridal-worthy pieces this spring.

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“We need to show up with product that is going to feel relevant to her and her lifestyle. Some brides really want to move in the traditional direction. And I think that’s beautiful,” Thomas says. “Other girls want to show up in a way that feels really authentic to her.”

Noting an increasing number of unique venue choices among brides shopping the collection — “We’re seeing more garden ceremonies in the backyard. We’re seeing some inside of Central Park” — Thomas says, regardless of the scope of celebration or the personal style of the bride, one element rings true for all.

“It’s important that she feels like herself. Joy and beauty really come from within,” Thomas says. “So, when you put something on that really transforms you into the best version of yourself, that’s really what we want to do.

“If that means that she wants to throw a denim jacket over her lace skirt and a pair of sneakers, why wouldn’t we try to do that?”

Say ‘yes’ to wearing it again

Finding the perfect wedding dress that fits and feels right is an essential element of the Big Day. But what about finding a look that you can wear again?

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According to a recent article in Brides magazine, there’s been an uptick in celebrities — including Keira Knightley and Emma Stone — who’ve re-worn the dresses from their wedding days. And other brides are said to be following suit.

Vancouver-based bridal brand Tempête was built around this idea of versatility.

“We wanted to break away from the notion that a wedding outfit is a one-time-wear item,” Inga Avedyan, founder and creative director of the brand, said in a recent Q&A. “By offering designs that can be styled in different ways, incorporated into everyday ensembles, or even repurposed for other formal events, we sought to provide brides with pieces that would continue to make them feel radiant and confident long after the wedding festivities have concluded.”

Avedyan points to considerations around investment and sustainability as two factors driving the wear-again movement.

“The main factor we find is the financial climate, which is driving very conscious and rather more rational and practical decisions when it comes to wedding planning,” Avedyan says.  

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That approach sees the company, which recently celebrated its first anniversary, offer bridal-worthy separates such as skirts, pants appliqué tube tops and more for mixing and matching to suit a bride’s specific style. Other brands, such as Reformation and Aritzia, are embracing special occasion attire that leans in to reimagined wedding day style. (Think: ribbed white mini dresses and chic satin suiting separates).

Basically, when it comes to modern weddings, there’s a refreshing anything-goes-approach to bridal style.

Going big on the groom

While wedding prep and buzz has long been about the bride, Jon Wiebe, founder of the B.C.-based groom consultancy service The Groom’s Guy, says there’s a shift underfoot.

“Historically, the bride has been the central figure because weddings were seen as the bride’s family giving their daughter to the groom; the wedding was all about presenting the bride to her new family,” Weibe says. “The whole wedding industry has been built from that history to where it is today. Cultural norms, marketing, and media have continued throughout recent history to portray brides as the central figure and focal point of weddings.”

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But, according to Wiebe, that emphasis is evolving to become more inclusive of the couple.

“There has been a noticeable shift in recent years with grooms wanting to play a more significant role in the wedding day,” Wiebe explains. “Weddings today are seen more as a celebration of the couple’s love, not a giving away of the bride. With a lot of couples paying for their own weddings, grooms are wanting to get involved in the planning process and decision making.

“At a recent wedding show I was a part of, the majority of the guests there include both the bride and the groom. It was great to see grooms there and engaged in the process of finding the right vendors.”

In addition to being a bigger part of wedding planning prep, Wiebe says the increased attention on the groom has also made way for more playful groom attire.

“Some of the biggest trends for 2024 for grooms are around showing personality!” Wiebe says. “While a black tux is always a classic look, I am seeing more grooms introducing different colours and fabric.

“Introducing colour to your tuxedo is a great way to stand out.”

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The wedding insider suggests sticking with one colour for a pulled-together, monochromatic look, or mixing and matching black tuxedo pants with a coloured or textured jacket (hello, velvet!) for a more daring take on the trend. According to Pinterest, trending wedding colours, based on search data, include burnt orange, dark red, pink, green and pastel purple.

“Pinners, especially Gen Z ones, are rebelling against the classic beige and white wedding and embracing bright colours throughout their wedding decor and outfits,” the company shared. 

Through his business, Wiebe offers Groom Styling Sessions priced from $249, which sees Wiebe meet with the groom, in person or virtually, to identify their style. He then puts together a lookbook for inspiration while shopping. Additional packages include personal shopping and styling for both the groom and his groomsmen.

“With the groom’s budget and style in mind, I’ll pre-plan a shopping experience to make it as pain-free and efficient as possible,” Wiebe says. “All the groom needs to do is show up and try things on.”

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3 stylish bridal finds that you can actually wear again

Looking to get more than one wear from your wedding-day attire? Look no further than these chic, celebration-worthy pieces that are perfect for ‘I do’ and every day.

The perfect LWD — that’s Little White Dress — to wear to a park or rooftop ceremony or even a laid-back pre-wedding cocktail party, this Babaton Eminent Dress features an easy ribbed material and a ’90s boatneck for a supermodel-inspired appeal.

$118 | Aritzia, aritzia.com

A long white dress is always a classic wedding dress choice. Shake up the style situation with this Ba&sh Pamila Maxi Dress, which features a fine, pointelle knit material and a sweet-and-subtle pleated shape that ensures it will look as effortlessly chic on your wedding day as it will on vacation in Greece.

$545 | Ba-sh.com

Looking to break from wedding tradition? Look no further than tailored trousers or a jumpsuit. These pleated, wide-leg pants from Reformation are the perfect fit for every bridal activity. Pair the Mason Satin Pant with a crisp white tee for a bridal shower, with a cropped satin corset for the bachelorette, with a matching blazer for the ceremony — and then on into the office during married life. Talk about a one-and-done piece.

$328 | Thereformation.com 

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