For social media stardom on your wedding day, say yes to that second dress
'Over the past five years, we've seen a clear shift, brides aren't just stopping at the wedding gown anymore. They're coming in with the after-party look already in mind,' says Juliana Romanos, CEO of Esposa Group, which has operated bridal stores in Dubai, Riyadh, and Lebanon for more than 38 years. 'What started as a trend among style-savvy brides has become a staple part of the modern bridal journey,' Romanos adds. Esposa sells dresses by designers such as Monique Lhuillier, Vera Wang, Zuhair Murad, Georges Hobeika, and Giambattista Valli, alongside its own brand, Kristie Romanos, and is shortly expanding its network of stores to Qatar.
Like Sánchez, who, according to Vogue, changed from her demure high-necked (albeit corseted to Sophia Loren proportions) Dolce & Gabbana gown into a more typically – for the bride – sweetheart neckline dress for the dinner and a crystal-bedecked Oscar de la Renta cocktail dress for the party, the second dress offers brides the chance to break free from what might be deemed 'appropriate', regardless of whether the world is watching — and possibly creating memes — or not. 'There's more freedom with the second look, so brides are open to experimenting, as long as it still feels elevated,' says Romanos. 'Short dresses with bold details are definitely having a moment. Think feathers, sequins, structured corsets, or oversized bows. It's a chance to reveal a more daring or playful side.'
May Martin, founder of Dubai bridal boutique Ginger & Poppy, agrees that the second dress is often aesthetically opposed to the first. 'Brides don't want the dresses to look too similar, they want to have that wow factor and change into something completely different,' she says, citing a giant bow, or Grecian streamers flowing from the shoulders.
'We're seeing more contrast [from the main dress], and it's very intentional. Brides love to tell a fashion story, maybe they start the day in a dramatic ballgown and end it in a sculpted mini. Or, switch from classic lace to something sparkly and unexpected. It's about showing different sides of who they are,' agrees Esposa's Romanos. Barbaranne Heaton, who founded the Dubai-based bespoke wedding dress atelier HOM Bridal in 2012, says: 'We are creating a lot of corseted two-piece bridal gowns this year, pairing them with cute mini-skirts to allow the bride to change her look from bridal to 'party' in the evening without losing the core essence of her dress.'
A huge factor is socials — Instagram, Pinterest. People want to have their dream Instagrammable wedding, even if they don't say that"
May Martin
Dubai-based marketeer Lyn Jawharji recently married Tarek Aboudib during a sunset ceremony in Fujairah, overlooking Snoopy Island. Her ceremony dress was by Bariji Yokoyama, a brand created by former Rami Al Ali designers Nidal Bariji and Mariko Yokoyama. For the after-party, Jawharji changed into an embellished jumpsuit by the same designer, styled with Givenchy Shark Lock boots. 'Some brides want a wow moment with a mini-dress or a sparkle piece that feels like a fun surprise,' says Jawharji, 'Others, like me, prefer a second look that continues the story or complements the day's theme. The beauty of bridal fashion today is that it's fluid, there are no set rules, just options that let each bride feel like the best version of herself.'
On the surface, the change into a second bridal dress is driven by the practicalities of wearing a look that's easier to dance in; lighter and less restrictive. Hailey Bieber teamed the first of her two reception dresses with sneakers. However, even if the bride won't admit it, the bridal industry is cognisant that it's a desire to win at social media that is really driving the rush to say yes to multiple dresses. 'A huge factor is socials — Instagram, Pinterest,' says Ginger & Poppy's Martin. 'People want to have their dream Instagrammable wedding, even if they don't say that.' Jawharji, who is currently on honeymoon, agrees that expectations to wow your guests (and those scrolling on social) are high, 'especially in Arab weddings, where grand entrances and transformation moments are such a big part of the experience. All eyes are on the bride, everyone's recording, sharing, and looking at the details. The dress becomes more than just a look, it becomes part of the story you're telling', she says.
As Jawharji notes, looking stylish is no longer enough, modern brides need to make a literal fashion statement. In the absence of a billionaire groom with the media clout to narrate your love to the universe — 'Jeff reveals me' Sánchez told Vogue — the dress is tasked with doing the revealing. This can be both literal (if the bride goes short and low-cut) and spiritual (as the shackles of expectation are cast off and her inner party girl is released). 'The second look isn't just a style choice, it's emotional,' says Esposa's Romanos. 'After the ceremony, brides want to feel free, have fun, and fully enjoy the celebration, and their look should reflect that shift in energy.'
Of course, no matter how exquisite the reception dress, it's the ceremony gown that does the heavy lifting and will anchor most photos, Vogue cover or not. 'I really wanted to give my wedding dress its full moment,' says Jawharji. 'I couldn't imagine only wearing it for a few hours. I stayed in the gown through the ceremony, entrance, and our first dances. That feeling of being 'the bride' was something I really wanted to hold onto. When it was time to party, I changed into the jumpsuit and danced the night away!' As HOM's Heaton says: 'Nothing can take away from that moment you walk down the aisle, in your wedding dress, and everyone sees you. No bridal mini can ever compete. So, let your wedding dress shine, and your bridal mini party.'
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