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Chloe Hayden, a 23-year-old bride-to-be from Cardiff, is preparing for her wedding in 2028 and is currently searching for the ideal wedding dress. Although she has compiled a mood board featuring various styles she admires, Hayden has firmly decided against choosing a second-hand gown. Her hesitancy reflects a broader trend, as research conducted by the University of South Wales, Derby University, and Manchester University reveals that many modern brides hesitate to purchase pre-owned wedding dresses due to concerns over stains, unpleasant odors, or even superstitions about “curses.”
One of the researchers, Dr. Lauren Thomas, explained that brides often feel conflicted about second-hand dresses. “There can be positive connotations, if it’s been gifted by friends or family for example, but if they don’t know the history of the dress they become a little bit more suspicious,” she noted. Despite briefly considering wearing her mother’s old wedding gown, Hayden ultimately rejected the idea since the style was no longer fashionable, opting instead to focus on new, contemporary designs. “I’ve got many, many different shops that I’ve looked at and I’m also sort of keeping an up-to-date board, like a little file with all the new dresses that are coming out each season. I’m obsessed,” Hayden shared.
During the study, brides were asked to share images that described their feelings towards second-hand dresses. Surprisingly, some brides presented dark imagery, including depictions of the Grim Reaper, to symbolize their apprehension. Thomas observed, “We weren’t really expecting to see dramatic images like this.” However, when brides were familiar with the dress’s history—especially with hand-me-downs—they viewed the garment much more positively, treating it like a cherished item rather than something cursed. Although sustainability was acknowledged as important by many brides, it rarely played a decisive role in their choice of dress, according to Thomas, who also highlighted the influence of longstanding cultural and religious traditions on wedding decisions in the UK, particularly Wales.
On the other hand, not everyone shares skepticism about second-hand dresses. Bronwen Barclay, 35, from the Vale of Glamorgan, embraced the idea when she purchased a pre-loved gown at her boutique, Bridal Reloved Cardiff. She valued the history behind the dress and dismissed any fears of curse or bad luck. “I just thought that it was really exciting. The dress is obviously not cursed, I’m happily married, as is the bride I bought it from,” she remarked with a smile. Financial considerations remain a key factor for many brides like Meg Rolley, who is planning her wedding in Brecon next year. For the 26-year-old, the focus is less on the dress and more on the people and the environmental impact of the celebration. “There is an infinite amount of money you can spend on a wedding… for me the day is about the people and the environment, not about what I wear,” she said, adding, “That’s why I don’t care about the dress, and so the cheaper the better.”
Dr. Thomas also mentioned that, in comparison to other countries, UK brides are generally less interested in renting wedding dresses. The rental market is relatively small, especially compared to men’s wedding attire like suits. “But in many European countries, bridal rentals are much more common, and further afield, in countries like South Korea, the bridal rental market can be as large as 75% of the market,” she explained. The significance of wearing a new dress often symbolizes the beginning of a new chapter for many brides, which is why, for someone like Hayden, owning a distinctive and timeless gown is essential. “I want the dress to be mine,” she said. “I’m looking at a timeless dress so that if my children wanted to wear it they could – but I want it to be individual to me.”
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