Dressing The Modern Bridesmaid

Off-the-rack can be unique and versatile

The '80s may be back when it comes to leggings, boyfriend blazers and neon brights, but the days of bridesmaid dresses that have you looking more like a puff pastry than a lady are thankfully behind us.

In fact, today's bride is progressive, she lives with her fiancé before marriage, has limited time due to her high-powered career, and simply just knows better in her mature age (29.5 is the national average of an engaged woman) than to choose bridesmaid outfits that won't suit everyone or worse, endure the test of time.

With this in mind many retailers are now catering to brides' new approach when it comes to dressing their wedding day helpers. For instance, RW&Co., Banana Republic and BCBGMaxazria are just a few of the popular retailers selling special occasion dress collections this season.

"More and more brides are opting for store-bought dresses because they're more affordable," points out Natasha Koifman, president of NKPR, a Toronto public relations agency that represents several fashion brands, including RW&Co.

Alison McGill, editor-in-chief of Weddingbells magazine, agrees that modern brides are conscientious of price tags. She also points out that accessibility ranks high on their lists. "They can direct their bridesmaids to go to the shopping mall or you can have a girl's day out and go to the mall together and get the dresses."

In terms of styles, McGills says this year we'll be seeing a lot of modern silhouettes, very streamlined and feminine. For colour, purple is big as well as honeysuckle (reddish pink), the Pantone colour of year, and of course navy, the Kate Middleton-inspired shade, is predicted to be a hit. Expect to see patterns as well, such as floral, she says.

And if you think a dress off the rack can't be fashion-forward think again, says Koifman. "Women are getting really creative with their store-bought bridesmaid dresses. Many brides add their own personal touches to the dresses with accessories like jewelry and headbands."

Statement pieces are definitely on trend, adds McGills. She suggests chandelier earrings, chunky necklaces, layers of pearls or beads and cuffs. "Not all together, she cautions, "but pick your statement piece "¦ I love it, it adds more personality and style to the look."

McGill also reminds: "Keep it classic for your girls, for yourself and for your photos because classic makes for timeless images and I think everybody feels comfortable in classics."

Besides the colour green and a summer-like appearance, comfort was one of only three requests future bride Elizabeth Da Silva made of her two bridesmaids when it came to choosing a dress for the Aug. 6, 2011 nuptials.

"I wanted something that the ladies would be comfortable in. That was my first priority," explains Da Silva, 27. "Second was to do something that would be convenient for them. Finally, we want our wedding to have a casual vibe, and I think that this will all contribute to that."

Lubov Azria, creative director at BCBGMaxazria Group, likes this philosophy. "The idea of letting bridesmaids choose their own style is great because it's important to dress women based on their body shape. If each bridesmaid gets to choose a dress style that she's comfortable in and that looks great on her, the bride will likely have a lovely bridal party."