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The black dress is now the sensation, the white stopped being fashionable for the brides in the United States

The black dress is now the sensation, the white stopped being fashionable for the brides in the United States

After two years postponing weddings due to the pandemic, this summer many couples have decided to say “yes, I do” in front of their loved ones, and there are American brides who opt to do it their way, although that includes changing the traditional white dress for a black one.

“Now more than ever, people want to put their own spin on their dresses and many women want something unconventional because they don’t feel like they have to abide by traditional rules. Black is a color that (brides) gravitate towards, it allows you to draw attention, but it is also very elegant and timeless”Ranu Coleman, head of marketing for Azazie, an online store of dresses and accessories for brides and parties, explains to Efe.

It is true that the wide range of wedding dresses in the online store continues to be dominated by white, but Coleman points out that the two black dresses they have on sale, one totally black and the other white with black lace, are very popular with their clients.

“We’re starting to think about some new designs that are more suited to black,” says Coleman, explaining that some brides opt for a more traditional dress at the ceremony and then change to a different color for the party, between which can fit black or light pink.

Photograph of some models of wedding dresses on display, on June 27, 2022, in a store of the Spanish company Pronovias in New York (USA). EFE/ Sarah Yáñez-Richards
Photo: Sarah Yáñez-Richards

“For some women, a black dress gives them the feeling that they can wear it again. I also think that there are many women who do not like the color white or how white suits them, since it is not a color that always favors,” he adds.

In September and October 2021, the Google network searched for “black wedding dress” more than “white wedding dress”, and in the last year the two search trends were almost on par, according to Google Trends.

Gemma Andreu, director of marketing and communication at Pronovias, tells Efe that interest in black dresses has increased on the internett, but at the moment of truth, there are not so many who dare to take the step.

“It is somewhat anecdotal, on our social networks we publish content (of black wedding dresses) and people comment: ‘How beautiful! I love it!’, but one thing is what people say and another thing is what they actually end up making and in terms of sales we have not seen that boom”, notes Andreu.

Promotional photograph provided by the Spanish company Pronovias where the Eldora model in black and white by Nicole Milano can be seen. EFE/ Pronovias
Photo: Pronovias

For her part, at the Pronovias store in Manhattan, one of the employees explains to Efe that another option that is popular among brides is to buy the design in white and then dye it another color.

brides in black

Among the actresses and “influencers” black has also been seen at their weddings: the youtuber Safiya Nygaard married in white in 2019 and then changed to a black dress for her first dance as a married woman; for her part, the actress Kristen Bell married actor Dax Shepard in 2013 wearing a black top and pants.

The actress and fashion icon Sarah Jessica Parker was one of the pioneers: in 1997 she chose to wear a black dress with ruffles when she married fellow actor Matthew Broderick in New York but said later in an interview that she regretted her decision and should have chosen a white taffeta or satin dress. (AND)

Source: Eluniverso

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