Spotting Ready-to-Wear Trends on the Bridal Runway

Bridal styles are driven by trends just like their ready-to-wear counterparts. Similar trends in construction and styling are seen across the fashion spectrum.

See how bridal and social occasion gowns spotted on the VOW | New World of Bridal runway relate to women’s apparel trends for Autumn/Winter 2017/2018 as identified by international trend authority WGSN.

Raw edges give ruffles a little more attitude.

From left to right: Roz La Kelin, Enzoani, Black Label Couture

Romantic florals and lace fit for a woodland fairy queen.

From left to right: Forever Unique, Jovani Fashion, Moonlight

Taking a cue from fall foliage with red and orange hues, augmented by a little sparkle.

From left to right: Moonlight, Jovani Fashion, Black Label Couture

Black lace, romantic cuts and gothic styling for a new Victorian age.

From left to right: Rina di Montella, Elani Elias, Elani Elias

Crystals, rhinestones, beading, sequins and metallic yarns give a subtle sparkle.

From left to right: Badgley Mischka, Allure Bridesmaids, Calla Blanche

Monochromatic fabrics in simple cuts with minimal detailing.

From left to right: Alyce Paris & Caplet – Forever Unique, House of Wu, Forever Unique

VOW ǀ New World of Bridal is April 4 – 6. Join us a day early for our Bridal Educational Seminar Series. We’ll kick of at 2 p.m. with Sal Macaluso of discussing “Making the Most of Marketing to Mothers”, followed by Wendy Rivera’s Do You Speaker Bride? at 3 p.m. and finish out at 4 p.m. with Liene Stevens of ThinkSplendid, discussing “The Trophy Kids Get Hitched: How to Sell to Millennial Brides”! Then, ou VOW Experts Panel begins at 5 p.m. and is followed by our Kickoff Reception.

5 Bridal Trends to Watch

By Christina O’Flaherty

Experience exquisite creations come to life September 21 – 23 in Atlanta during VOW  |  New World of Bridal and see some of the latest trends making headlines. What looks will we see brides walking down the aisles with this season?

3D Elements
Extravagant 3D elements are a key trend, with everything from torso embellishments to detailed skirts to full dress applications in statement-making materials on hand.


Romance Couture, Black Label Couture, Romance Couture


Fresh Florals
From tiny embroidery and detailed botanicals to bold splashes of flowers, floral patterns in every conceivable shape and style are a defining element for wedding dresses.


Sherri Hill, Andrea and Leo, Precious Formals


Cascading Ruffles
Romance is embodied in exquisite layers of sheer organza, lightweight tulle and silk georgette aided by horsehair to retain a cascading effect.


Zoey Grey, Enzoani, Allure Bridals


Ethereal Sheers
Barely-there sheer overlays create soft silhouettes when paired with illusion straps and sleeves, plunging necklines, and adorned details.


Aime Couture by Maggie & Shirley, Calla Blanche, Enzoani


Hints of Color
The softest hints of color—ivory and blush hues to sweet blues and pinks—lend this ongoing trend a delicate refresh this season.


Eleni Elias, PolyUSA, Zoey Grey


See all the spectacular trends from the industry’s leading designers for bridal and social occasion on one stage, Wednesday, September 21, for the VOW Fashion Show at 6:15 p.m. (Pre-party at 5:45 p.m.) on the Floor 2 Fashion Runway.


Trend analysis information sourced in part from WGSN. All images are copyrighted by AmericasMart® Atlanta.

Wedding Apps Ringing In “I Dos”


Love is the master key that opens the gates of happiness they say. However, they don’t make weddings like they used to anymore. With a smartphone being checked 140 times a day and constant interaction with peers through social media, technology is changing weddings in our society. More and more millennials are on their way walking down the aisle, which means the weddings you’ll be attending aren’t going to be your typical wedding soirees.
In the last two years or so, entrepreneurs—many of them female and under 30—have launched wedding-centric web and smartphone apps, hoping to lure a new generation of “I do”-ers. This generation of apps is designed specifically for weddings—everything from aesthetics to interface to privacy settings.
Although there’s a lot of money to be made on weddings—they’re a $53.3 billion annual industry in the U.S., according to Wedding Report—many of these services aren’t charging, choosing instead to focus on raising venture capital, growing their user base, and, most importantly, getting great recommendations as wedding are a one and done experience.

Here’s a list of the most popular weddings apps for those of you who are soon-to-bee:

  1. Make Your Wedding: Inspiration, Planning and DIY Projects:
    An app for the tech savvy bride that has 30 project ideas and 20 HD instructional videos, party ideas, planning advice, and organization and inspiration guides by a former editor for Martha Stewart Weddings editor and weddings book author.
  2. Wedding Dress Look Book:
    A look book that lets brides search through hundreds of new wedding dress photos and listings of wedding dress salons that carry them. The app lets brides search by style, shape and price.
  3. Tie Right:
    For the groomsmen, this app demonstrates six of the most popular necktie knots. The knots are tied in two views — the first is the head on view as if you are looking in the mirror. The second is the top down view from a first-person perspective.
  4. Carmindy:
    This app lets you learn how to do your own makeup. Even if a bride ends up choosing to be pampered by a professional on her big day, looks and techniques learned here can help determine what styles look best.
  5. UpDo Styles:
    Contains photos of multiple poses (front, sides and back) of 80 different hairstyles in nine categories, including romantic and elegant, half up half down, side swept, textures and braids and more. Brides have a photo to show a friend, family member, or a hair stylist.
  6. Projects:
    This app allows couples to keep track of and view multiple projects, DIY projects, and meet with vendors at once. Users can print, link, share and assign task hierarchies.
  7. Wedding Party: Guestscan upload photos from various wedding events—the shower, the rehearsal dinner, the big day itself—to an interactive photo stream that all attendees can see. It’s like a custom Instagram hashtag, only more curated.
  8. Brides can browse images of products and decor by theme, color and brand, among other tags, and save things they like in “bundles” to share with friends, family or even wedding planners. Think of it as the bridal Pinterest, except highly curated.
  9. BowTied:
    Helps organize wedding details and communicate to the folks who need to know. This app provides a timeline of events, including mapped directions and a shared gallery of images for sharing photos to let guests know where to be and when to be there. The RSVP feature lets you know who’s coming to the big event and provides a checklist to not forget anything. Use the budget to know how much money is left and bulletins to keep the guests informed of last minute changes
  10. Carats & Cake: Helps brides and grooms connect directly with trusted local vendors. If a couple sees something they like, they can contact the newlyweds who posted the photos, or reach out to the vendors directly.

Well there you go — Technology of the future. For more insight and a look at some of the top fashions of the coming season, make sure to attend VOW I NEW WORLD OF BRIDAL at Atlanta Apparel, Sept. 17-19, 2013.

Creating an Inspirational Wedding Website

Wendy Southers of was up early on Saturday morning for breakfast with Atlanta Apparel retailers. It’s old news that everyone needs a business website, but it absolutely has to be more than a landing page with basic information.

Southers offered five critical tactics for creating and maintaining a vibrant site that inspires appointments in store:

1. Avoid auto-sound. Almost 73 percent of brides-to-be are working women who are planning their weddings at work. They avoid anything that draws attention to what they’re doing – such a sound. Focus on having a simple, elegant homepage with critical store information and beautiful images.

2. You absolutely have to be mobile. At least four in 10 brides use a mobile device in their searches for the perfect dress. Make it easy for her to share information about what’s in your store and to access the info from anywhere.

3. Provide information about your collections. You work hard to shop Market and find an array of styles and choices. Brides have done the research, both on sites such as and still using bridal magazines. More than 78 percent have a specific idea what they want. Be honest about what you offer and your price points. Consider editorializing your content using stories about individual brides and their experiences in finding the perfect dress with you.

4. Avoid outdated photos. These ladies still look through an average of 70 lbs. of magazines and search countless websites – they know what’s current. Your store will be judged by the images they see on your site. Make it glamorous so she can picture herself in your salon and in your gowns. Work with your vendors and sales reps to ensure you have stunning photos – it helps them to help you market. Everyone benefits.

5. Make contact information prominent so it’s easy to book an appointment and reach someone at the store. It’s a good idea to use an email popup instead of a form. It’s more personal and allows the bride to provide information. She also feels like she’s communicating with a real person – which she should be. Congratulate her when she calls! Convey that you’re happy for her and excited at the possibility of working with her to make her dream wedding a reality.
The gown is the centerpiece and sets the tone for the whole wedding. A bride is going to visit at least three stores before deciding where to buy. Making a positive, lasting first impression on your website goes a long way to inspiring her to choose to work with you.