According to Georgie Le Roux, founder of Gigi & Olive, modern brides are no longer making one defining purchase. They are curating a wardrobe. Building a relationship with their wedding style across multiple moments, from proposal celebrations to day-two brunches, often over a year to a year and a half. 

Through constant conversation with thousands of brides each year, and with insight shaped by community feedback, product development and her bestselling Wedding Planner, Le Roux has a uniquely close view of what today’s customer really wants. The headline for 2026? Lace and vintage are returning, but in a far more personal, fashion-led way.

Here, she shares what retailers need to understand about longer engagement cycles, emotional spending, hyper-personalisation and the growing rejection of “perfect” weddings in favour of something far more meaningful.

You’ve said engagement periods are getting longer; what changes have you seen in how brides shop across that longer timeline?

Brides are shopping in phases rather than all at once. They start early with inspiration pieces and small personalised items, then build gradually as their vision evolves. It feels more considered and less rushed than it used to.

What are the ‘multiple moments’ brides are buying for now?
These purchases are often spread over 12-18 months, sometimes even longer. We see brides shopping for:

•   The engagement and proposal celebrations

•   Hen party

•   Civil ceremony

•   Rehearsal dinner

•   Wedding day

•   Afterparty

•   Day two

•   Honeymoon

Do you see brides building a wedding wardrobe rather than one big purchase?

Yes, completely. Brides are building a wardrobe rather than making one big decision. Each moment has its own look and energy, and they enjoy curating that over time. They love showing their individual style per occasion.

 What’s one shift in bride behaviour that surprised you most in the last 12 months?

The move towards nostalgia alongside wanting to do something different. Brides are loving lace, vintage details and analogue touches, but they are using them in their own way. They want their wedding to feel emotional and meaningful, but also very personal and not like anyone else’s.

Lace and vintage are huge, but what does ‘vintage’ mean in 2026?

Vintage in 2026 is romantic but relaxed. Think soft lace, Basque waists, fluid silhouettes, delicate detailing and pieces that feel heirloom inspired rather than costume. It is more about mood than replication.

Are brides leaning more towards soft romantic or bolder editorial vintage?

We are seeing both, but soft romantic is slightly leading. Brides want romance and nostalgia, but styled in a modern, confident way.

What’s the biggest misconception about what is regarded as ‘timeless’?

That timeless means safe or plain. For most brides, timeless means emotionally meaningful. It is about choosing pieces they will still love because they reflect who they are in years to come, not because they followed rules.

What micro-trends are emerging?

•   Hyper personalised embroidery

•   Mini veils continuing to be a big trend

•   Lace

•   Non-white looks for pre-wedding events

•   Analogue details like film and camcorders

•   Authenticity over classic traditions

What are brides moving away from in 2026?

Overly staged, overly matchy weddings that feel more like a photoshoot than a celebration. Brides are stepping away from perfection and leaning into personality.

Want to read our full interview with Georgie? Head over to Issue Two 2026 

 

WORDS Anna-Marie DeSouza