Should We All Be Wedding Outfit Repeaters?
2022 is set to be the biggest wedding year since 1985. That's a lot of outfits.
After two years of cancellations, this summer will be a massive boom of over-the-top, flower-filled, lace-laden, capital “W” weddings. According to The New York Times, 2022 will play host to about 2.5 million weddings, the most since 1985. While it may be a win for love (and the businesses that make their money off the institution of marriage), it will also be the reason for a lot of one-time use clothing shopping this summer. I have two weddings this year, one where I’ll be a guest, and another where I’m a part of the bridal party. Of course, for the latter, I’ll be purchasing a bridesmaid’s dress (it’s lovely, so hopefully I’ll be able to wear it again) and for the other, I’m left to my own devices. And that is what I want to talk about.
Like many of you reading this, I’ve been to dozens of weddings in my life; indoor, outdoor, casual, fancy — you name it, I’ve gone. And even after all that practice, in the weeks before every single wedding I have the same question: What the hell do I wear? I’m frantically texting other friends about their outfit, scrolling through Pinterest like I’ve never worn a dress before, and forgetting what colors look good on me. If it’s outside, will I be cold at night? Too sweaty? What if I’m overdressed, or worse, underdressed? Admittedly, this back and forth often ends in the purchase of a new outfit. I’m not proud of that because it’s not like I don’t have anything to wear. It’s that there is a shift from wedding to wedding, and I want to match that. Last summer, I went to two very different backyard weddings. For one, I wore a Mara Hoffman denim dress and for the other, I wore a slightly dressier floral dress from Alexa Chung’s brand. Both new, neither worn since. The sad part is, I probably won’t wear them for the other wedding I have this summer because, once again, the vibe is different.
Perhaps I’m making excuses (I’m a human that loves clothes, after all) but from a consumption perspective, it’s not great. I won't beat myself up about it, but they’re beautiful dresses and I could have worn one of them to both weddings. I think it came down to two things, though: the excitement of wearing something new, and honestly – I hate to admit this – wanting to get different pictures.
Despite my better judgment, deeply ingrained societal pressures still override common sense in my brain, and I give in to the newness. The fashion industry understands this too. According to Business of Fashion, brands are looking to “cash in” on this boom, creating different “edits” in their selections that are perfect for all sorts of occasions that surround the event. Guests may want different outfits for the wedding shower, the rehearsal, the afterparty and of course the event itself. It is the perfect opportunity to market thousands of pieces to people who may have had style and body changes throughout the pandemic, or who are just looking for an excuse to get dressed up in something that feels fresh. All valid reasons to want a new cute dress, sure. But also great ways for brands to target those impulses.
So what are the options if you’re trying to lessen consumption and spending? You can certainly rent, but I understand that the options and sizing can be limiting there. There has been some discussion around the impact of transit and dry cleaning, but the general consensus is that renting is less harmful than buying new. You can buy something second-hand, which I will probably do for the wedding I’m going to. I like buying from sites that you can sell back to (essentially the same idea as renting except you can get more wear). Or, you can take cues from the people wearing suits at the wedding who definitely wear the same one all summer and just outfit repeat. This is the best option and for me, one that requires a bit of an ego removal. Switch it up with accessories, shoes, makeup and hair.
At the end of the day though, it really is on the brands who know how this season operates to make it better. They are cashing in by making more clothing, without any plan for what their customers can do when they inevitably only wear it once. If we’re going to buy a new dress for the wedding (and honestly, millions of us will), think about brands that have buy back programs like this one from Mara Hoffman.
This season should be about loving people’s love and having fun dressing for it. If there are ways to lessen the impact of a ton of new clothes, let’s try to do it. And seriously, don’t be afraid to be a wedding outfit repeater. We can all try it together.
*This Stuff is a newsletter by me! fashion journalist, Alyssa Hardy. Three times a week, I unpack the ways our clothes impact the world through news, essays, interviews and more. Subscribe for free here and follow me on Instagram, Facebook and Twitter.*