A year after the wedding dress for Kate Middleton, Sarah Burton has become one of the most copied dress on the planet, are clusters of young fashion designers in bridal fashion turning with a mission to obsolete satin and lace making cool place.
The British designer Richard Nicoll for Topshop launched a program marriage, he said, more fashion-conscious brides. Far from the traditional "meringue" with endless layers of skirting, the range slipdresses delicate lace "T-shirt dress" shapes and tight spaces, with the strapless dresses with details.
"I liked the idea of a modern and affordable alternative to the meringue culture," says the designer.
Others are on a similar crusade designer Charlotte Olympia, Sergio Rossi, the range of bridal shoes launched.
Sophia Kokosalaki, the London-based designer, debuted Greek, Greek goddess-inspired dress she draped to Net-a-Porter wedding online store this year. Their success inspired a broader scope that will go on sale in November.
"I thought there was not much to offer for the contemporary bride," said Kokosalaki. "By that I mean a modern woman who does not want to feel overwhelmed by her dress and has a very chic approach to how they would like to be dressed for the day."
Charlotte Dellal, Charlotte Olympia, the designer behind was to create inspiration from her own wedding to platforms for brands littered Love Hearts, leopard print and red lips. "I've met through the limited scope was [of bridal shoes available]," she said. "Not everyone wants to wear shoes with peep-toe in white. I thought there was a gap in the market."
Despite a divorce rate of 50%, mixed marriages are between 30 to 34 years to 6% per annum over the period in Britain, creating a growing market for advanced wedding dresses.
"The young woman is much more fashion-savvy than a generation earlier," said Caroline Burstein, founder of the bride Browns, the fashion boutique dedicated to weddings. "You do not want to accept that the bridal shop knows better, she would like to say that it was the dress she has bought."
Holli Rogers, fashion director of Net-A-Porter led the success of the bridal shop the site in 2009 launched so as to consumers. "While there is certainly still a place for the traditional white wedding dress," she said, "we find our customers are often looking for new parts and are available in our future-oriented publishing."
The average spend on a wedding dress in the UK is £ 1,000.
"A young bride is us on the podium for her dress, think of a meringue," said Kay Barron, fashion features director of Harper's Bazaar. "For most women their wedding day is the only time they are willing to pay much for a single dress. It's good business for designers to capitalize."
Both Dellal Kokosalaki and raise their parts - if not immediately recognizable, like a bride - can be worn on other occasions.
The trend was away from Bridezillas in meringues also shows at the celebrity weddings of the past year, is not generally known for their simple elegance. In the past month, the Facebook founder, Mark Zuckerberg, his longtime partner, Priscilla Chan, who wore a lace-style painting by Claire Pettibone (during the ceremony as a surprise that the customer initially thought was a party to celebrate married to completion Chan).
In April was an actor and musician Carey Mulligan Marcus Mumford their wedding on a farm in Somerset. While the bride, her mother and the bridesmaids were all wearing Prada, Mulligan had accessorized her dress with rubber boots.
Although Drew Barrymore back in time through the sale of pictures to People magazine of her marriage to art consultant Kopelman - including shots of the dress tailored Chanel - young stars have a different attitude. Keira Knightley has announced its latest application for keyboardist Klaxons' James Righton, with a brief statement from his agent to the press, rather than Posh and Becks a photo shoot style. Bride of Justin Timberlake, Jessica Biel, recently said that "marriage does not change" them.
This sober mood continues at the average British wedding and crush the meringues for good remains to be seen. But Kokosalaki believes that a different perspective on the ceremony will enjoyed by most brides to buy their clothes.
"Customers across a wide spectrum of young women, who can not visualize a cake to mature women who just want to look elegant and refined of the day."
Not that traditional pieces will never disappear completely. "Many brides could with the idea to start to dress cooler, but peer pressure from her mother and friends tend to change that," says Barron.
"It's great that there is now an alternative," said Burstein, "but most girls always want something more traditional. Look like twenty years later, not how you are dressed for a fashion shoot. This is more than just the dress, really. "
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