Ssense Bridal, A Non-Bridal Bridal Collection, Is Here

Ssense is the popular Canadian online retailer among young millennials and Gen Zs. And now, Ssense wants to help these generations get dressed for their weddings.

The online retailer’s bridal edit, which debuted this morning, features unconventional gowns (such as a dress with thick white tiers of tulle by Simone Rocha) and accessories (such as a statement necklace made of cabiners and chicken feet pearls by Chopova Lowena). Brigitte Chartrand, vice president of womenswear buying for Ssense, explains that she noticed the company’s customers were “on the verge of getting engaged, planning weddings, or attending weddings for their friends.” They needed to evolve with their customers.

Beginning today, Ssense customers can shop the Bridal Capsule collection, which includes exclusive pieces by the same upcoming designers they’re already browsing on the website. “We chose a range of brands that best represent the Ssense customer – mix of both emerging designers like Chopova Lowena and Sandy Liang and established designers like Simone Rocha,” Chartrand said. There’s also the Ssense edit, which she said is “the best bridal and wedding occasion options.”

“We asked our buying team to source the best wedding-appropriate dresses, tailoring, shoes, and bags offered throughout our brand matrix,” she said, “either through direct buys or exclusive iterations of dresses in ivory or white.”

The aim was to challenge traditional weddings, especially the classic wedding dress. On Ssense, you won’t find your time-honored A-line ball gowns, but there is a sheer Simone Rocha dress. “People are opting for different kinds of weddings these weddings these days,” Chartrand said. “Some are choosing to go more intimate and personal, while others are still planning large-scale celebrations. The biggest shift we’re seeing in wedding fashion is the prioritization of personal style and ensuring it’s well represented across any and all wedding moments, big or small.”

Younger generations of brides also recognize that personal style is nearly impossible to capture with just one look. Most of those women aren’t thinking of “the dress” but “the dresses”. “It’s no longer about looking for one outfit, but rather, multiple outfits that play different roles leading up to the big day,” Chartrand explains.

While most options are eccentric, there are a handful of choices for brides who want to stick to tradition. “For a more conservative, yet incredibly elegant option, our edit also features an exclusive coat dress from Bode with gorgeous embroidery detailing that will be an amazing option for the fall,” Chartrand said.

Below are some of our favorites from the new edit.

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Jacquemus White Le Papier ‘La Robe Saudade’ Maxi Dress, $543