The Bridal Shopping Trends Defining 2026, According To Anny Choi
Our take
The shifting landscape of bridal fashion, as illuminated by Anny Choi’s observations, isn’t merely about hemlines or silhouettes; it’s a reflection of a deeper cultural recalibration. Choi’s insight into the move away from traditional, large-scale weddings towards more intimate gatherings and destination celebrations underscores a broader desire for authenticity and curated experiences. This resonates deeply with a generation prioritizing meaningful connections over elaborate displays. We’ve seen this reflected elsewhere, too, in the growing embrace of understated elegance – consider the quiet sophistication displayed in Olivia Wilde Looks Very Chic In Athletic Shorts, where high-low styling demonstrates a move away from rigid formality. Similarly, the subtle confidence in Anne Hathaway’s Anne Hathaway's Sunkissed Highlights Are Perfect For Summer embodies a natural, effortless beauty that feels far removed from the overtly styled looks of previous bridal seasons. The current mood is less about presenting a flawless ideal and more about celebrating individuality and personal style.
This evolution in bridal shopping habits – a move away from the traditional salon experience towards more personalized consultations and a greater willingness to explore unconventional options – speaks to a demand for agency and self-expression. The pandemic undeniably accelerated this trend, prompting couples to re-evaluate their priorities and redefine what a wedding truly means to them. It’s no longer a checklist of rituals to be performed, but a deeply personal expression of connection and commitment. Anny Choi’s observation that women are approaching bridal shopping with a more discerning and intentional eye is a direct consequence of this shift. They’re seeking gowns that reflect their individual aesthetics and lifestyles, rather than adhering to outdated notions of what a “bridal look” should be. The rise of destination weddings further amplifies this desire for clothing that is both beautiful and practical, capable of transitioning seamlessly from ceremony to celebration, perhaps even echoing the playful spirit of 10 Blue Nail Ideas, From Sky-Colored Frenchies To Juicy Jellies, extending the theme of personalized style beyond the dress itself.
The broader significance of this trend lies in its challenge to the established bridal industry. For decades, the market has been dominated by a relatively small number of designers and retailers offering a fairly homogenous selection of gowns. This shift towards personalization and individuality demands a more diverse and inclusive offering, catering to a wider range of body types, aesthetics, and budgets. We’re already seeing this manifest in the rise of independent designers, sustainable bridal brands, and online platforms that connect brides with unique and ethically sourced gowns. The emphasis on intimate ceremonies also opens opportunities for smaller, bespoke ateliers to flourish, offering truly one-of-a-kind creations. The traditional “bridal white” is also slowly but surely loosening its grip, with couples embracing color, texture, and unconventional silhouettes, a direct reflection of the broader fashion landscape's move towards self-expression.
Looking ahead, it’s likely that this trend toward personalization and intentionality will only continue to deepen. The bridal market will need to adapt to meet the evolving needs and desires of modern couples, prioritizing authenticity, inclusivity, and sustainability. We’ll be watching closely to see how designers respond to the demand for gowns that feel less like costumes and more like extensions of the wearer’s personal style. Will we witness a complete dismantling of traditional bridal conventions, or will we see a more nuanced fusion of classic elements with contemporary sensibilities? And perhaps most importantly, how will the rise of AI and virtual styling tools further shape the bridal shopping experience and the very definition of a “perfect” bridal look?
Chalk it up to the pandemic, but wedding traditions have changed dramatically over the past few years. In fact, many couples have pivoted from large-scale ceremonies to more intimate affairs. Destination weddings have also become increasingly common. And it’s not just the events themselves that are evolving — the way women shop for bridal looks has shifted, too, according to former Vogue editor-turned-bridal stylist Anny Choi.
To streamline the process, Choi — who launched her styling studio Anny Choi Brides in 2023 — has teamed up with AI shopping platform Daydream. One of her favorite features is its ability to narrow down a search. “On a lot of these e-commerce sites, you end up scrolling endlessly, whereas on Daydream, you can get a little more specific,” she explains, noting that users can filter by brand, price range, silhouette, and more. The site has taken things one step further with its new Style Passport feature, which tracks users’ search behavior, shopping preferences, sources of inspiration, and favorite brands to deliver more tailored recommendations.
The ease of the site is especially helpful as brides are increasingly shopping for more than just one wedding-day dress. Instead, many are curating wardrobes for an entire weekend of festivities. Take Dua Lipa, for example, who recently debuted bridal looks from Schiaparelli, Bottega Veneta, Chloé, and Chanel Haute Couture over the course of just a few days. “They’re shopping for everything from their bridal shower and bachelorette looks to their getting-ready outfit and day-after brunch,” adds Choi.
When it comes to bridal shopping, Choi points to five emerging ways brides are selecting their looks.
Vintage
With the recent boom in the vintage market, it makes sense that brides are turning to pre-loved dresses for their big day. The biggest draw? Individuality. “There are people who don’t want to wear something that everyone can go on Net-a-Porter and buy; this is a way to ensure you have a one-of-a-kind dress,” says Choi. Meanwhile, for those concerned about sustainability, opting for a secondhand gown is also a more eco-conscious route. Look to beloved vintage retailers such as Tab Vintage and Happy Isles for archival bridal looks.
Color
Gone are the days when white was the only option for your wedding day. Now, Choi is increasingly seeing brides-to-be embrace color. “They want to stand out — it doesn’t feel so cookie-cutter traditional anymore,” she notes. For a subtle way to incorporate color, some brides are adding blue sashes to a white gown, according to the expert. Others, however, are ditching white altogether in favor of hues like black and baby blue. Beyond colors, some are gravitating toward romantic prints like florals, she adds. And it’s not just the ceremony look that’s evolving. “The feedback I get a lot is that many brides don't want to wear a white dress five times,” Choi says. “They want to have fun with fashion and wear their favorite color.”
Non-Bridal Brands
Last month, Choi hosted a pop-up in New York City featuring labels that aren’t exclusively bridal brands. “A lot of these younger ready-to-wear designers are incorporating white into their collections and creating bridal-exclusive pieces, which I’m very excited about,” she shares. Among the industry-favorite names Choi is turning to for bridal looks are Colleen Allen, Christopher John Rogers, Batsheva, and Rosie Assoulin, all of which are bringing something new to the table when it comes to bridal design. That said, she’s not abandoning bridal powerhouses like Danielle Frankel and Wiederhoeft anytime soon.
Versatility
Choi reports an uptick in women prioritizing versatility when shopping for wedding looks. A removable bolero, for instance, has become especially popular, instantly transforming a look while adding warmth in colder climates. Separates are gaining traction, too, as they allow brides to easily swap, say, a long skirt for a miniskirt or shorts for the after-party. And because women are purchasing more outfits for their wedding weekend, they’re favoring pieces that can be worn long after the festivities.
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