Bridal resilience: tariffs, wars, and $100 billion still ringing at the altar
Despite a global economic climate riddled with uncertainty – from escalating tariffs to geopolitical instability in the Middle East and surging fabric costs – the wedding industry remains surprisingly robust. The Knot’s latest Real Wedding Study projects a staggering $100 billion in wedding-related spending for 2025, mirroring the previous year’s figures. It’s a testament to enduring tradition, and the remarkable adaptability of those crafting the dream gowns.
The domestic advantage: american craftsmanship stands strong
Sareh Nouri, a luxury bridalwear designer who has stubbornly maintained domestic production for 13 years, exemplifies this resilience. Her company, based in Rutherford, New Jersey, has seen significant growth in both eveningwear and bridal, with bridal now her primary focus. “Being ‘Made in America’ is probably one of our greatest strengths,” Nouri stated, highlighting the appeal to discerning clients, particularly mothers of the bride. While acknowledging the challenges of higher labor costs and sourcing, she insists the control over quality is a worthwhile trade-off, even as she navigates the complexities of finding skilled dressmakers—a dwindling art form requiring constant investment.
Nouri’s assertion underscores a broader trend: in a market saturated with overseas production, American-made goods carry a premium, offering a tangible narrative of craftsmanship and ethical sourcing. The lessons learned during the COVID-19 pandemic, and subsequent tariff hikes, have only reinforced this advantage.
Price increases and shifting aesthetics
The rising cost of fabrics, primarily sourced from Europe and Italy, combined with tariffs impacting Asian imports, has squeezed margins. While Nouri has attempted to absorb much of these increases, prices for her gowns have steadily risen, with the average now hovering between $6,000 and $10,000 – a significant jump from the $3,000-$4,000 range of just a few years ago. A veil? Expect to add another $4,000 to the total.
Beyond the financial considerations, designers are also attuned to evolving bridal aesthetics. Nouri observes a continued preference for classic, timeless looks, particularly those channeling the elegance of Grace Kelly and Lauren Bacall. Long sleeves and the Basque waist—a figure-flattering silhouette reminiscent of the 1980s—remain popular, with the former proving particularly “photogenic.” Detachable boleros are also trending, offering brides a versatile two-in-one look.
Overseas manufacturing and shifting trade winds
Justin Alexander, celebrating its 80th anniversary, takes a different approach, manufacturing its gowns overseas in countries like China, Vietnam, and Myanmar. CEO and creative director Justin Warshaw reports a record-breaking 2025, but acknowledges the ongoing complexities of the tariff landscape. “We’re doing our best to be stable for our partners,” he explains, emphasizing the need for transparency and predictability for retailers navigating these volatile conditions.
The shifting dynamics of tariffs, particularly the recent changes impacting China and Myanmar, add another layer of complexity. While the initial high tariffs on China were later reduced, the subsequent introduction of Section 301 tariffs has created new challenges. The industry is bracing for potential further increases, which could significantly impact pricing and supply chains. A new collection, Poeza, is being launched, aiming for a romantic aesthetic between the Signature and Viktor & Rolf lines.
A curated wedding experience
Amsale, with its flagship store in New York’s SoHo, is witnessing a broader transformation in the wedding landscape. CEO Neil Brown notes an increasing fragmentation of the industry and a shift towards more democratic discovery, with brides increasingly curating their own looks through social media. “Amsale tries to be very active in social media,” Brown stated, reflecting the brand’s commitment to connecting with brides where they are.
The focus is shifting from the wedding dress as the sole centerpiece to a more holistic celebration, encompassing engagement parties, rehearsal dinners, and all the events leading up to the big day. Amsale has expanded its offerings to cater to every member of the wedding party, reflecting this evolving perspective.
Dawn Bromander, CEO of Mark Ingram, a leading multi-label retailer, highlights the impact of ongoing geopolitical events on sourcing, particularly from the Middle East. Despite these challenges, she observes a willingness among brides to invest in quality and craftsmanship, driving up the average transaction value. The resurgence of satin and the enduring appeal of classic lace are key trends shaping the bridal market today. Ultimately, the industry’s ability to adapt and persevere—whether through domestic production, strategic sourcing, or a focus on curated experiences—is what ensures the enduring allure of the wedding day.