Careful relaxation after the “gap year” 2024

Anyone who works in the European bridal fashion industry most likely traveled to Essen last weekend. The European Bridal Week took place there from Saturday, March 29th to Monday, March 31st. The fair showed an industry that is still recovering from the “gap year” 2024 and the various crises. But there are also positive signals: “Buyers: Inside, their budgets increase again and are ready to spend them,” says the Scandinavian family company Lilly.

While the bridal fashion industry on consumers: inside conveys an image of romance and positivity, a less optimistic picture is shown at the company level. In view of the numerous crises that the industry has lived through and who have changed the buying behavior of newlyweds sustainably, this is hardly surprising.

European Bridal Week 2025: Status Quo of the bridal fashion industry

First to the “Corona effect”: In the initial phase of pandemic, weddings came to a standstill almost completely. But many of these celebrations had been planned for a long time, and wedding dresses and suits have often been bought. When the social restrictions were lifted, this led to a catch -up effect at the events. For the manufacturers: However, the largest cut in the inside of wedding dresses was still imminent.

“On average, couples engaged after three years and marry about four years after they have met,” says Kelvin Gibbs from Romantica of Devon. “Only nobody got to know each other in 2020, or at least almost nobody. The people who came together via dating apps did not necessarily meet in real life.” If you add the previous calculation of three years of engagement time and four years to the wedding, a gap in 2024. However, Gibbs points out that he sees a cautious recovery in his business in 2025. He hopes that this will continue in 2026.

The Scandinavian brand Lilly also sees this relaxation. “The last few years have been hard. We focused on working with our partners during this time, because you need each other. Now we notice that this loyalty returns to us. The retailers: Inside who can increase their budgets again, are now happy to spend this with us.”

Bridal fashion industry after the “Gap-Year” 2024: relaxation, trends and bottlenecks

Although the exhibition hall appears a little empty on the first day of the European Bridal Week, there is a lot of hustle and bustle on Sunday. Many stands are full of visitors: inside that browse through the clothes racks or sit calmly at a table and wait for clothing to be presented by models. The retailers: Inside take numerous photos and every detail of the wedding dresses is inspected.

Brands such as Justin Alexander, Rosa Clara, Allure Bridals, Diane Legrand, Ladybird, Madi Lane, Rembo Atelier, Modeca and Wise are represented at the fair. Although these names are known to many, even outside the bridal fashion industry, there are no other large players missing. This is a shame, report different exhibitors: Inner against fashionunited. One of the absent brands is, for example, Enzoani.

Large, international names ensure additional attraction, says Sebastian Mörth from the new Vivian Wonder brand. Especially now that the European Bridal Week competes with the Barcelona Bridal Week, which takes place in April.

It is striking that it is an advantage at the fair to speak German, otherwise communication with many stands is difficult. The exhibitors: inside seem to be completely on German-speaking visitors: inside, although here and there are also Dutch and English-speaking representatives: can be found inside. However, it doesn’t stay easy. Especially now that the German market has difficulties, an international focus and the associated audience could be a direct hit to stabilize the results, according to several exhibitors: inside.

The fact that the German market has difficulties is another way in which the domino effect of recent years has become clear. In Germany, many bridal fashion shops and manufacturers have disappeared: On several stands, it also says that trade fair organizer Helena Kischka, who organizes the European Bridal Week with her team, is also true: “The German market, but also the entire German economy, there is difficult. There may be a slight recovery internationally, but they will not hear that from German companies.”

Bridal shops have also disappeared in other countries, including due to successor problems. “For example, some people have preferred retirement because they had no successor and the world was already so turbulent at the time,” says Gibbs. The fact that companies in the chain will disappear will lead to further domino stones falling.

“The remaining shops may not give up enough orders from the brands so that they can survive. Brands disappear, and the manufacturer will ultimately disappear: Inside,” adds Kischka. You therefore expect a market cleanup in the industry that will stabilize in the long term.

Changes in the bridal fashion industry: Mix and match is gaining in importance

The fact that the industry faces challenges is a fact. Companies such as Romantica of Devon, Lilly and the Polish Agnes Fashion Group state that it is the best thing to accept and take measures. “You can be sad about it, but that doesn’t solve anything,” says Anna Czapiga from the group. “Bridal couples can only spend their money once, and people think twice about buying a wedding dress. 2000 or 3000 euros? You can go on vacation if you plan it well.”

In addition, bridal couples often bear the costs of their wedding themselves today, while the parents used to make a contribution or even paid the entire wedding.

Of course there are still big weddings with hundreds of guests and opulent clothes. While one bride has a tailor -made dress made, the other spends a few thousand euros out of the shop for a dress. But there is also an ever increasing group that opts for a registered partnership or a civil wedding. A dress with a long train may not be suitable for them, and they often choose the “Mix and Match” collections that are plentiful at the fair. These collections with separate tops, skirts and pants gain popularity.

“Not everyone dreams of a big wedding, and people often find it a shame that they only wear their wedding clothes once. Some brides also use the parts of their mix-and-match collection later for other occasions.” At the fair there is even a stand that offers a service where brides can color and change your wedding dresses so that they are suitable for other occasions.

A topic can hardly be avoided – or rather – a name: Donald Trump. The US President is mentioned at several stands when it comes to uncertainty in the market. The trade war has further exacerbated since its inauguration in January, and the mutual imposition of new tariffs ensures an increasingly volatile economic environment. Not every company works directly with the United States, but the developments also have an impact on the country of production in China, in which a large part of the wedding dresses are made. “It is also a sign that European industry has to be strengthened. In the meantime, many high -quality wedding dresses come from Ukraine,” explains Sonja Jonkers from Ellis.

One thing is clear: the bridal fashion industry has not yet reached the level of before pandemic – and whether it will ever reach it again remains questionable. A scenario in which the market is stabilized after years of decline and disappearance numerous companies and concentrates on two customers after years of decline and disappearance. On the one hand there are couples who choose a large wedding with a classic wedding dress. On the other hand, the simple alternative gains in importance: registered partnerships and civil wedding ceremonies, for which a completely different, often cheaper look is chosen. The situation requires active action – this is the only way to keep a diverse bridal fashion landscape in the long term.

Fashionunited visited the European Bridal Week at the invitation of the organizer. The next edition will take place from March 28th to 30th, 2026.