Bridal trends are always evolving, but one that’s firmly taken centre stage is the second look – and for some, it doesn’t stop there. Third and even fourth looks are becoming popular, particularly for multi-day wedding celebrations. This trend goes far beyond a simple wardrobe change; it’s about showcasing the couple’s personalities and creating a distinct shift in tone throughout the day, from the ceremony to the reception, cocktail hour, and the dance floor. Plus, with the rise in detachable elements and convertible dresses, multiple looks have become easier to achieve than ever before.  

To dive deeper into this trend and gain expert insights, we spoke with Martine Harris of Essense of Australia. Here’s what the industry icon had to share about this exciting evolution…

How have you seen the second look trend evolve in the UK bridal market, and what do you think is driving its popularity?

What we’re seeing in the UK, and really across the globe, is that today’s bride is all about the wedding experience. In recent years, the second look outfit change has become a part of the wedding day experience for brides and another way to show their personality by making a statement with a “wow transformation” while also indicating a stylistically different vibe between the ceremony and the reception. 

Today’s brides then are finding creative ways to reveal their wedding day style transformations, capture the moment and showcase it on their Instagram or TikTok so the magic of the moment can live on forever. In addition to changing into a second (or third!) gown, some brides often change other elements of their look, too, whether it be by changing their shoes, accessories, hair or makeup for the reception. 

In your opinion, what makes a second look dress appealing to brides after their ceremony gown?

The second look dress is the bride’s opportunity to really get the party started! After walking down the aisle in the wedding gown of their dreams, brides change into looks that reflect another side of their personality. Think of non-traditional flairs like pops of colour and gowns with more sparkle and shine. Fun and flirty mini dresses also offer an unexpected, dramatic entrance to the reception, signalling to guests that the bride is ready to dance the night away in complete comfort and style. 

If the bride opts for ultimate comfort, they can transform their look by throwing on a simple sheath gown with sneakers and be ready to shimmy!  From timeless aisle style to striking dance floor designs, brides can have their cake and eat it too with second looks.

How does a second look dress allow brides to express a different side of their personality or style compared to their main gown?

Any wedding dress a bride wears should reflect their style and personality, but typically, the second look dress will represent a bride’s more care-free, playful side. Reception dresses are all about letting loose and having fun after the ceremony, allowing brides to go beyond the more traditional styles and embrace something unexpected, but still true to them. 

While some brides opt for two entirely separate gowns, others choose a two-in-one style like Martina Liana Style 1599, Stella York Style 8009 or Essense of Australia Style D4133-  mini dresses with a detachable skirt that allows for that ‘wow’ moment. The second look is playful and all about creating a style journey that reflects the bride’s individuality.

Has your design process changed to accommodate brides looking for a versatile or more relaxed second look?

Our design process hasn’t changed – it’s always been driven by both data and an understanding of what brides are looking for, whether it’s their main gown or a second look gown. We use proprietary data, bridal trends and inspiration from the red carpet to ensure we’re creating a variety of gown styles that cater to every bride’s vision. It’s all about giving brides the options to create a style story that reflects their individuality. 

When we design our two-in-one looks, we focus on that seamless transformation, offering brides a ceremony look that effortlessly shifts into a striking reception dress. Some of our styles feature full overskirts that can be removed to reveal a mini dress like Essense of Australia Style D3957, while others have detachable underskirts that create a cute, tiered bubble mini dress like our All Who Wander London gown. Our process focuses on transformative details like these so brides can experience the magical moment of incorporating a second look on their big day. 

If you loved our insight into second look styles, don’t miss the full feature in the latest issue of Bridal Buyer