PAGE EIGHT
WEDNESDAY, MARCH 27, 1985
‘Brioes or '85
BRIDES OF ’85
ere come the brides — older and
+ more sophisticated than ever!
According to bridal industry
figures, of the more than 1.5 million
women marrying in 1983 for the first
time, one-fifth were over 25 and, of
those, one-third were over 30.
Anyone who has paid attention to
wedding invitations over the past few
years will also realize that brides are not
only older, they are also frequently
executive brides.
These are brides with full careers from
which the celebration of marriage is a
brief, yet important pause in their hectic
lifestyles.
Brides in their mid-20s are more likely
to be career women, and this trend
peaks with brides aged 30. Both their
wedding celebrations and their bridal
ensembles are more sophisticated than
their younger counterparts’ choices,
even if the older bride is marrying for the
first time.
This changed picture of the American
bride is not an overnight phenomenon. It
is the result of social and economic
changes shifting through society for the
past two decades — and it is certainly
making changes in the bridal fashion
business.
Editor-in-Chief of ‘‘Modern Bride,’
Cele Goldsmith Lalli, comments, ‘‘Older
brides often choose lace and trains
when marrying for the first time.
However, the type of gown an executive
woman selects is likely to be more highly
styled. For bridal designers and retailers,
this fine line has been a fascinating
challenge.”
She adds, ‘‘Today’s career woman
has a very different perspective
concerning her wedding plans than a
young woman just out of school — but
she does want to look very special with
just the perfect dash of tradition.”
Darlene Katz, buyer of bridal gowns
for the JCPenney Co., observes, ‘‘The
new brides want it all! They want their
careers, their perfect wedding, a spouse
and family — and they want happiness
and fulfillment, beginning with the gown
they select from us.
“This career bride in the throes of
wedding planning is an exciting
customer. Her ideas are specific and her
vision is quite clear — she is a confidant
shopper.”’ Katz notes that there are also
many ‘ ‘executive brides’’ who are
‘‘encore,’’ or repeat, brides.
To serve these women, bridal retailers
are showing a wider range of
sophisticated, trend-setting choices in
their new collection.
The spring, 1985, bridal fashions at
JCPenney'’s larger department stores
reflect influences from both Italian and
French designers. Lustrous embroidery
and fine laces are much in evidence.
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