More Millennial brides are choosing cheaper, trendier alternatives to traditional gowns and garb—and brands have taken notice.

More Millennial brides are choosing cheaper, trendier alternatives to traditional gowns and garb—and brands have taken notice. Topshop, H&M, and Asos are just a few of the brands who’ve rolled out collections for the modern Millennial, and the lower-priced dress market will likely continue to grow. According to Ypulse’s Chief Content Officer, “[Millennials are] wary of budget, especially as the bride and groom paying for their own wedding is more commonplace for this generation…In terms of wedding dresses, this opens up opportunities for unexpected retailers.” Studies (including Ypulse’s) also show Millennials prefer to spend their budget on “experiential elements”. (Glossy)