Weddings have long been steeped in tradition—from vows and champagne to choreographed first dances. But one of the most recognizable symbols of the ceremony—the white wedding dress—is undergoing a vibrant transformation. Brides across the globe are now opting for dresses that reflect personal flair rather than conformity, as the rise of the “anti-traditional” bridal gown redefines the modern wedding.
According to Pinterest, searches for “unique wedding dresses” have surged by 240%, while interest in blush pink gowns has increased by 60% and black dresses by 50%. Colour, individuality, and even irreverence are in, as brides make bold fashion statements to match their evolving values and aesthetics.
Ashish Gupta’s Dazzling Debut
Fashion designer Ashish Gupta, beloved by stars like Beyoncé and Rihanna, unveiled his first bridal collection this week—eschewing the conventional for the extraordinary. Rather than classic white, Gupta’s pieces include a sheer trapeze dress embroidered with organza flowers in yellow and lilac, and a halterneck mini-dress dripping with multicoloured glass bead fringing inspired by Holi, India’s iconic festival of colour. His version of the bridal veil? A sparkling “confetti” veil scattered with multicoloured sequins and beads.
Gupta describes his ideal bridal client as “non-traditional… She doesn’t care much for rules and possibly has no idea what ‘something blue’ is supposed to be. She’s fun, a bit irreverent, and loves colour and sparkle. It’s less fairytale, but more magic.”
Mainstream Goes Maverick
Even traditional bridal giants are adapting. David’s Bridal recently launched a vibrant new collection in collaboration with Marchesa, the New York-based fashion house co-founded by Georgina Chapman. The 40-plus-piece range includes dramatic tulle gowns embroidered with black petals and a rich palette of colours, from zesty lime to deep charcoal. One standout dress, worn by Chapman herself at this year’s Golden Globes alongside actor Adrien Brody, is now available for brides seeking red carpet elegance on their big day.
David’s Bridal CEO Kelly Cook told the Wall Street Journal: “They’re wearing cowboy boots with couture.” It’s this blending of unexpected elements—luxury and laid-back, glam and grit—that defines the contemporary bridal look.
Designers Respond to Demand
Kate Halfpenny, founder of Halfpenny London, has observed a similar trend over her 20-year career. “Blush is incredibly popular, and I’ve dressed several brides in black-and-white separates,” she notes. The rise of custom, made-to-order bridalwear allows women to embrace more daring or deeply personal choices for their weddings.
Harriet Hall, features director of Cosmopolitan UK, wore a hot pink Molly Goddard tulle dress when she married in 2020. “It was electric pink,” Hall recalls. “It wasn’t a wedding dress, it was a showstopper.” Writing in British Vogue, she emphasized that her dress was a conscious rejection of the “virginal purity, wifely subservience or impassivity” symbolized by traditional white gowns. “It was so loud it was subversive,” she wrote.
Goddard’s current collections continue to reflect this ethos, with millefeuille-like gowns in a rainbow of hues, from azure to apricot—each a perfect match for the bold bride.
Breaking Traditions—or Returning to Them?
Interestingly, the trend toward non-white bridalwear may not be as revolutionary as it seems. As TikTok’s literary historians recently pointed out, traditional white dresses are a relatively modern invention. In the Georgian era—when Emily Brontë’s Wuthering Heights is set—brides typically wore red, blue, pink, or even black. White wedding gowns only became mainstream after Queen Victoria’s 1840 wedding to Prince Albert.
History is rich with examples of unconventional wedding attire. Elizabeth Taylor wore canary yellow in 1964. Sarah Jessica Parker chose black in 1997. Chloë Sevigny did the same in 2020. And in countries like India and China, red remains the quintessential bridal colour.
Gupta, for one, believes even a white dress can break the mold: “It doesn’t have to take itself so seriously,” he says, gesturing to a sequined mini slip dress from his collection. “I don’t think one has to follow the rulebook anymore. It’s more important to be fabulous and have fun on your big day.”
