From the normalization of Zoom weddings and the rise of small backyard gatherings, to Vegas-style chapels sprouting up in millennial-centric neighborhoods for quick and convenient ceremonies, the pandemic has upended the traditional wedding business.
Though Abercrombie doesn’t currently have plans to venture into bridal gowns, the “Best Dressed Guest” collection offers on-trend outfits for wedding events such as rehearsal dinners, ceremonies, receptions, and bachelor or bachelorette parties.
The collection features fall’s top trending colors and styles, including chic neutrals, sunset colors and floral patterns, as well as minimalist silhouettes.
Coordinates are a key theme in the women’s line. A long-sleeve cropped top with a portrait neckline matches with a midi skirt. A dark floral-print square-neck top matches with a high-slit skirt. Dress silhouettes include include “Bridgeton”-inspired cap-sleeve scoop-neck midi dresses, a high-slit mid-maxi dress, a ruched mini dress and an off-the-shoulder mini dress. Wide-leg trousers, a vest top and a single-breasted blazer in sage green round out the women’s suiting options.
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The men’s collection offers floral-printed camp-collar shirts, stretch cotton and linen blazers, skinny tapered trousers and knit polo shirts. Part of the line is made with sweat-wicking fabrications so guests can feel comfortable all day.
The “Best Dressed Guest” collection offers sizes XXS-XXL, as well as varying lengths and fits. The collection retails for $39-$120 and is now available on Abercrombie’s e-commerce site.
According to the retailer, the line’s debut answers the call of its target consumers. “We’re laser-focused on listening to our millennial customers and providing clothing that fits their lifestyle needs,” said Carey Krug, Abercrombie & Fitch senior vice president of marketing. “In 2020, that meant comfortable, work-from-home ready pieces—and this year, we’re again bringing them the products they’re looking for as they return to celebrating these wonderful life moments that were so greatly missed.”
Wedding dress codes and how consumers view and shop for special occasion fashion are changing as well.
Other fashion players like Selfridges are joining the wedding movement. The U.K. retailer was recently granted a license to host weddings at its famed Oxford Street store and launched wedding attire rentals. The recent boom in weddings is even helping some brands make up for lagging revenue in 2020. Footwear retailer Shoe Carnival recently reported a record quarterly net sales quarter, attributing its success to “categories that suffered during Covid,” such as wedding-ready footwear. Betsey Johnson, meanwhile, collaborated on a line of wedding shoes with David’s Bridal, which also worked with Steven Madden on another matrimony-minded collection.