Bridal has become an increasingly important part of the ASOS offer since we first launched the category back in 2015. We have always been known for bringing affordable bridalwear to a wide range of price points and this season is also about widening the celebration wardrobe. Brides are dressing for multiple moments and footwear, swimwear and lingerie now sit alongside bridal dresses as part of her full journey. This is actually how our partner brand Six Stories created its name. The bridal experience is no longer one outfit but multiple moments that need a look.
To explore what is shaping our new collections, we sat down with some of our ASOS buyers to talk all things partner brands bridal. With over 30 of our brands now offering bridal options, there’s a lot to unpack. Here’s what we found out...
Bridal and bridesmaid dressing
This season, we are expanding our bridal and bridesmaid approach with a multi-brand dress launch shaped by the way our customer is shopping today. She has grown with us and now looks to ASOS for key milestones in her life, so we have created a full celebratory wardrobe that covers every chapter of her wedding journey. From registry office minis to bridesmaid looks, this is designed to be her one-stop shop.
The launch lands at the right time. January to March remains the peak period for bridal and bridesmaid shopping. Our customer is searching and spending with intent and we are seeing this reflected in behaviour. Searches for Bridal Fashion are up year on year, showing she is building a full wardrobe rather than buying one dress. Shorter lengths are becoming a major trend, with more than fifteen hundred combined bridal mini search terms (‘bridal mini’ ‘bridal mini dress’ ‘mini wedding dress’ ‘mini bridal dress’). This shift is also influenced by cultural moments, including recent civil ceremonies with icons Charlie XCX and Sophie Habboo that have spotlighted the mini wedding dress – both wearing Vivienne Westwood’s Nova Cora mini dress which has become extraordinarily popular for modern brides.
Seasonality also influences the edit, with soft pastels and brighter tones for spring and summer. The shoot styling was kept real and wearable with glowy minimal makeup, simple jewellery and a mix of registry office minis and traditional maxi looks – check out some of the images below!
Across the brands, we now offer the right mix of clean minimal shapes, romantic lace and modern body conscious pieces. Wanderdoll makes its bridal debut with its True Love Story collection, designed with a sculpted, occasion-ready aesthetic. Six Stories brings timeless silhouettes with contemporary details, including playful minis that suit each moment of her celebration. TFNC and Lace & Beads have worked closely with our buyers to develop bridal and bridesmaid collections that balance romance, embellishment and classic styling for our customer.
Swimwear
This month, we’ll be dropping a new swim and beach capsule to support the rise in destination hen dos, weddings and honeymoons. This includes eighteen bikinis, six swimsuits and twelve beach looks from South Beach with a focus on white and cream tones, soft blues, sequins, lace, frills and shell hardware. We’ll also be introducing five swimwear pieces and three beach looks from Dippin’ Daisy’s which lean into frills, lace and ribbon details with subtle pops of blue. Bridal swimwear searches are up compared to this time last year which shows she is actively shopping for these moments. We have also seen this direction reflected in the market, with bridal swimwear becoming a growing feature among competitors and dedicated bridal swim pop ups emerging last year.
Nightwear
Bridal nightwear searches are having a huge moment for us, and we’re building out a strong story to match that demand, covering everything from hen‑dos to honeymoon nights. New drops in lingerie from Kat The Label, Ann Summers, Boux Avenue and Untold Story lean into satin, lace and sheer mesh in soft whites and pale blues. Ann Summers is also driving traffic with their nightwear collection. Standouts include Chelsea Peers’ Bridal PJs, Ann Summers’ lace sets and Boux Avenue Evangeline daisy lace set, with more premium pieces coming through from Bluebella and Kat The Label as we move through April and May.
Footwear
The latest drop of our bridal footwear brand Be Mine has just dropped on site. Having launched in 2018, the brand is well known for block heels in soft ivory and blush, plus fashion‑forward styles featuring lace, pearls and floral details. We’ve also added trend colours like butter yellow and baby blue to make sure even the bridesmaids are covered.
Performance has been really strong across this brand. Since Dec we have launched 80 new options and stock has been selling through twice as fast as last year. With a wide range of styles and price points and a strong commercial foundation, these pieces form a complete, modern bridal wardrobe that reflects how she shops today and positions us as a leading destination for every part of her wedding story.
Up next: ASOS Design
This marks just one chapter of our bridal deep dive. Next, we will sit down with ASOS Design to trace our journey from 2015 to today and uncover how we have continued to elevate and refine our bridal offer.