• by Tanya Gazdik , March 11, 2024

What was once the go-to store for every fashionable teen is branching out into wedding attire. 

Abercrombie & Fitch’s The Wedding Shop launched March 7 “to the shock of many, but just one quick scroll solidifies that yes, Abercrombie is definitely going to be your go-to wedding guest dress destination from now on,” according to Real Simple. “The line is full of bold colors, detailed ruching, ruffles, pleats, and floral patterns that will photograph well and keep up with you as you dance and sip champagne until the DJ pulls the plug.”

It makes perfect sense when you consider that the teens of 10-15 years ago are now getting married and attending weddings. 

“The popular retailer that has long been known for its trendy apparel, outerwear, and denim is now heading down the aisle,” per Real Simple. “The new section of the online store features more than 100 designs made for brides and bachelorettes in mind, plus some of the most gorgeous wedding guest dresses (and jumpsuits!) we’ve ever seen.”

Over the past couple of years, there has been a rise in contemporary and even mass-market fashion brands entering the bridal market, from Skims to Staud to Eloquii, notes Fashionista.

The company already offered a “Best Dressed Guest” collection, but “opted to expand it after noting the sheer number of nuptial events attended by its core customer across the year,” Chief Marketing Officer Carey Collins Krug tellsThe Wall Street Journal. 

“What makes the collection stand out from other retailers, however, is that it was created with the entire wedding weekend in mind, from the bachelorette pool party to the wedding night,” according toGlamour. “Meaning you'll find white bathing suits and cover-ups alongside satin pajama sets and floral cocktail dresses. And almost everything is under $150.”

The pieces collectively tell the story of the modern wedding experience—from bridal shower and bachelorette party to wedding day prep, ceremony, reception, brunch, and even the honeymoon.

“Abercrombie’s customers view weddings as multifaceted experiences, which is why we designed this collection to be the outfitting solution for so many wedding-related occasions,” said Corey Robinson, chief product officer of Abercrombie & Fitch Co., in a press release. 

The shop "allows users to sort items by occasion with buttons such as the rehearsal dinner, wedding reception, bachelorette, bridal shower, honeymoon and getting ready," according to Retail Dive.