As the spring wedding season approaches, the demand for stylish guest looks and self-wedding fashion is on the rise, according to the popular South Korean online retailer 29CM. The company reported on March 28 that between March 1 and March 21, search volumes for keywords related to 'guest looks' and 'self-wedding fashion' more than doubled compared to the same period last year.
This surge in interest reflects a broader trend among brides and wedding attendees who are increasingly favoring practicality over extravagance. In fact, sales of dresses and blouses saw a significant increase of 20% and 30% respectively year-on-year, while clutch bags and slingbacks skyrocketed by over 80%. This shift can be attributed to the growing self-wedding culture, where brides opt for chic yet affordable pieces from female designer brands instead of traditional high-cost wedding dresses for their photoshoots.
Moreover, the trend is bolstered by a rising party culture surrounding celebrations such as milestone birthdays and bridal showers, further amplifying interest in ceremony looks. To capitalize on this trend, 29CM is launching a special '29 Ceremony' event from March 31 to April 13. This event will feature popular designer brands catering to women and will showcase their latest spring collections, including new products and bestsellers, with discounts of up to 80%.
The event promises to highlight spring offerings from women's brands, with more than 120 brands participating. Additionally, brand weeks will provide customers with extra 10% discount coupons, enhancing the appeal of the event. Notably, 17 brands, including Die Arter Archive, DePound, and Lamererais, will pre-release their new ceremony looks exclusively on 29CM during this promotional period.
On the first day of the event, actress Lim Hyun-joo will collaborate with the women’s accessories brand Lumente to unveil a special 29Edition through a live content show titled '29Live'. Following that, on April 1 and April 7, new ceremony items from brands like Lunnina and Archive Appc will be introduced via live specials, providing an engaging platform for customers to explore the latest trends.
In addition to the shopping experience, 29CM aims to offer a variety of styling content tailored to the preferences of female customers. This includes a range of ceremony fashion styles from casual to modern and romantic, ensuring that there is something for everyone.
A spokesperson for 29CM noted, "Recently, the term 'weddingflation' has emerged, highlighting the increasing costs associated with wedding preparations. As a result, more young people are seeking practical self-wedding dresses and guest looks that cater to their individual tastes for special occasions." The spokesperson emphasized that the upcoming event will feature spring new products made from popular ceremony wear materials such as satin, chiffon, and organza, all available with attractive discounts.
For those interested in exploring these trends, detailed information about the '29 Ceremony' event will be available starting March 31 on the 29CM mobile app and website.
