Japanese Prospective Brides Prefer Black Dresses for 1st and 2nd Place
Wedding Trends Change Amid COVID-19 Pandemic
Black wedding dresses, once taboo because they evoked funerals, are gaining popularity in Japan. Pure white wedding dresses have long been considered the dream and symbol of brides-to-be. However, recently, more people are wearing black wedding dresses not only for wedding photoshoots but also at actual weddings.
Recently, the Yomiuri Shimbun introduced the story of a couple who broke stereotypes. A 27-year-old woman living in Gifu Prefecture wore a black voluminous dress at her wedding reception in 2022. Her husband also chose a black shirt and black tuxedo to match. When the woman first visited a dress shop to look at wedding dresses, she instantly fell in love with a black dress while browsing the store’s sample photos.
A Japanese wedding specialist company is promoting a black wedding dress as a 'Korean-style wedding dress.' [Photo by bienveil Nagaoka]
Black was a color she often wore, and it also symbolized "I will not be influenced by anyone else but you." After sharing the reception video on social networking services (SNS), it received over 100,000 likes. Comments included reactions such as "I want to wear a black dress too."
Black dresses, once shunned for 'reminding people of funerals,' are now mainstream
According to the All Japan Bridal Association, wedding dresses became widespread in Japan after the 1970s. Pure white dresses symbolizing purity and new beginnings became established at that time, while black was avoided by brides because it was associated with funerals. However, in the past one to two years, this stereotype has begun to change.
Lady Jane also revealed her wedding photoshoot wearing a black wedding dress. [Photo by Lady Jane Instagram]
In fact, according to a survey by Minna no Wedding, a Japanese wedding information site with over 10,000 dresses, black dresses ranked first and second in views from January to November last year. The site even announced black as the wedding dress color for 2023. The growing popularity of black wedding dresses, once taboo, is analyzed as stemming from a desire to make the once-in-a-lifetime wedding special. Black is very special because, unlike white, it has an element of surprise.
The change in wedding trends after COVID-19 is also considered a contributing factor. A Japanese wedding marketing representative explained, "After COVID-19, small weddings became popular, and photo weddings where only photos are taken increased. These people gather information through SNS and try various styles that are not bound by convention. Black dresses are one of these attempts." He added, "Wearing black dresses for wedding photoshoots is trending in Korea. Many customers request Korean-style based on this."
Additionally, in Japan, dried flowers, which were rarely used in weddings before, are increasingly used for venue decorations and bouquets because they "can be preserved for a long time." The Yomiuri Shimbun also reported that while Japanese couples used to sit on hard, high chairs at receptions, recently, soft, low sofas have become preferred.
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