The fashion industry is being disrupted by young consumers’ love of fast fashion and access to real-time trends—including the traditional bridal gown industry.

The fashion industry is being disrupted by young consumers’ love of fast fashion and access to real-time trends—including the traditional bridal gown industry. Millennials are redefiningwedding traditions, and e-commerce is a rapidly growing part of the bridal-wear industry as a new generation looks for more affordable dresses online. According to e-tailer ModCloth, the “shopping pattern has shifted,” as more brides now “want convenience, speed and to still feel amazing about their wedding dress.” The indie brand is one of the online-only sources offering original gowns for brides, who may choose multiple outfits for activity-filled and Instagrammed wedding weekend celebrations. (Digiday)