A bride’s fashion decisions are no longer focused on just one day

At the Danish brand Rotate’s Copenhagen Fashion Week show in January, a procession of brides walked under a ceiling of decadent chandeliers against a backdrop of red-draped fabric. But this wasn’t any ordinary bridal parade. Revisiting the iconic styles in their archive, the show finale unveiled eight modern-bride styles in a tribute to Elizabeth Taylor’s eight marriages.

Rotate is among many brands emerging in mid-range bridal wear, along with Whistles, Nur Karaata, Rebecca Vallance, Reformation and Rixo. Offering brides an alternative to traditional gowns, there’s a newfound understanding that the bridal journey is not just a one-day event but a series of celebrations that require different looks, such as hen parties, second-day ensembles and more.

Rotate's Autumn/Winter runway show. Photograph: James Cochrane

Nadine Merabi, who recently launched a bridal line, believes every moment leading up to the big day should be cherished and enjoyed. “I began my bridal collection for the modern bride as I was increasingly frustrated with the lack of good quality white party dresses available. I also focus heavily on tailored suits and jumpsuits. You can still have the big fairy-tale wedding dress on your big day, but wearing a three-piece white suit for the registry or rehearsal dinner is empowering and liberating,” says Merabi.

Guests, of course, are catered for too. With white strictly on the what-not-to-wear list at a wedding, brands have incorporated bright pops of colour and vibrant bloomed dresses. French brand Sezane recently launched a formal wear capsule, a collection of bride-to-be-worthy creations and stylish options for event dressing. Think sleek separates, saturated suiting and playful polka dots. Also going down the bright and bold route is Queens of Archive. Known for their rock’n’roll sensibilities, their spring collection takes inspiration from the sun-drenched island of Mallorca. The result? Bohemian, feminine, effortless gowns that are ideal for occasion season.

Across the high street, there is an explosion of statement and expressive occasion wear reflecting the joyful tone of celebration. Mango has developed a capsule collection complete with feathers, sequins and sweet fuchsia tones, while the & Other Stories occasion wear edit is full of cascading frills, puff sleeves and ombre print dresses with molten gold statement earrings to add a finishing touch.

Rachel Hennessy of Happy Days, a fashion rental service, believes there is also a return to fun, playful occasion wear in the rental market. “Normally, softer shades of blues and pinks would be very popular at Happy Days, but this year, people are veering towards yellows and oranges, and colourful sequins and metallics,” Hennessy says. “So people are going for the brighter options to rent the next couple of months.”