It seems like fashion has never been more obsessed with getting married.
J.Crew's been doing bridal for years now. Anthropologie recently hopped on the bandwagon. Cynthia Rowley just announced that she's creating a collection of bridesmaid dresses. Even Rodarte--hardly the brand you'd associate with weddings--showed several chapel-appropriate gowns for Fall 2010.
In a sort of a grand finale to all the bridal commotion, haute flash sale site Gilt Groupe is throwing a wedding extravaganza, with discounts on ecru dresses from Alexander McQueen, Marc Jacobs and of course, Vera Wang.
Since the well for designer discount collaborations may be drying up, expanding into to bridal seems like a great way to for brands to diversify product right now. And hopefully make more money.
We're dreaming of an Acne bridal collection, just in case....