It’s not just brides for whom change is brewing. Many women-led brands are embracing the philosophy for wedding designs with longevity. “The feeling of wearing something that transforms you into the best version of yourself is powerful – something that, once tasted, a woman naturally would like to experience time and again,” suggests Camille Perry and Holly Wright, Tove founders and creative directors. “To be able to wear a dress like this for future events and for it to be a part of future memories is special.”

As with many collective behavioural shifts, there’s no one-size-fits-all catalyst. Some responsibility can be laid at the pandemic’s door, where restrictions around capacity and attendance forced the hands of couples to adapt their wedding visions from the ‘big white’ playbook into something more intimate and informal – and outfits followed suit. “With COVID-19 restricting our freedom and enjoyment of life, I loved seeing brides be more playful, bold, and fearless,” notes designer Roksanda Ilinčić. Much store too could be set behind the simple fact that pragmatism is very much en vogue right now – whether that’s an aesthetic grounded in reality or a purchasing mantra to make quality, versatile investments.

As far as wedding dressing 2.0 goes, the secret sauce is choosing a silhouette that feels familiar – then bride-ifying it. A classic two-piece suit cut in silk, chic co-ords dotted with romantic, floral embroidery, or a timeless midi swathed in drapery. “Often, our brides are looking for a dress that feels modern and effortless, yet still refined,” explains Holly and Camille. “Beautifully feminine, balanced by clean lines and with unexpected drama. This combination is something they cannot find when looking at more traditional bridal brands.”