CONVENTION AND TRADITION? NOT FOR MILLENNIALS. AS COHABITATION AND TIGHT BUDGETS BECOME THE NORM,
ENGAGED
COUPLES
HAVE
NEW
WEDDING
PRIORITIES — AND THEY DON’T INVOLVE FINE CHINA SETS, THREE- TIERED CAKES OR EVEN CHURCHES.
As marital age rises, couples are paying for their weddings themselves and therefore have more say in wedding planning, opting for less traditional, less expensive, less extravagant ceremonies. New retail ventures, such as directto-consumer tuxedo companies and alternative bridal salons, cater to this new, personal, budget-friendly attitude (WGSN)
FOCUS ON WEDDING DRESS
FASHION TREND New Victorian – high collar Whittled waist Feathers Fringes Shine Off-white dresses Flower prints Halter top 3D embellishments Minimal Overskirt Wedding sweater (Olivia Palermo aspiration, fad) Waltz-Length Separates Crop-top (fad) Mini See-through Airy skirts Using unexpected materials
TARGET GROUP
Sarah is a 26 year old young lady from a cosmopolitan city. She works at an independent company as an associate, but in her free time she does free-lance graphic design to make some extra money, and evolve in career. Therefore she works a lot, but still enjoys life. She has a serious boyfriend, who has just asked her to marry him. They are a very sweet couple. They live together in a tiny apartment not far away from downtown. For Sarah the environment and sustainable life is very important, so she prefers to use bike instead of cars and she prefers to buy grocery without packaging. She is very conscious in fashion as well. She has a distinctive yet very ecofriendly style. She loves her family and friends. In her free time she cooks lot, because she loves food, and likes to share it with her friends. For her it is important to keep the balance, and live healthy, so she runs and does yoga three times a week. She is very happy about the wedding although she is a bit concerned about the money. For her the wedding is about celebrating love with friend and family, so she would like to keep is very small and simple.
WEDDING Simple Intimate Personalized Budget conscious DIY Natural Cozy
COLORS
& MATERIALS
SKETCH