A Superbowl spotlight for Hayley Paige

When Bad Bunny took to the stage at the Super Bowl halftime show, the performance delivered its usual high-impact spectacle. But for those of us watching through a bridal lens, one scene stole the spotlight: a wedding ceremony centre stage, complete with a gown by Hayley Paige. The bride wore the Becoming Jane dress from Hayley’s Twice Upon a Time collection. Featuring a structured corset bodice, intricate lace embroidery and a detachable A-line skirt, the gown bought both drama and versatility to the moment.

The best part of it all? Hayley herself only discovered her gown would feature in the performance at the eleventh hour. Since regaining the rights to design and sell under her own name, this surprise moment felt all the more meaningful and symbolised a proud reintroduction of Hayley Paige to the world, played out in front of millions.

Valentine’s Day and its business opportunities

Each year, Valentine’s Day serves as a powerful catalyst for the bridal sector, continuing to rank as one of the most popular dates for proposals globally, setting in motion a new wave of brides-to-be searching for the perfect dress. It’s more than just a date in the diary; it’s a spark that signals the start of the next bridal cycle. For retailers, this makes February not just romantic, but strategic.

This past month, the bridal industry saw in-store activations, romantic window-displays and carefully timed campaigns such as Dotty in Love, drawing upon experiential moments and centred in storytelling, moving beyond simple discount-driven promotions. Additionally, Norfolk’s largest bridal showroom, Pure Brides, hosted a Galentine’s Makeup Masterclass with Glam by Cam, to celebrate the romantic season. Featuring live makeup demonstrations, bridal beauty tips, cocktails and sweet treats, Pure Brides demonstrate how seasonal campaigns can become a powerful tool for client engagement.

Bridal moments spotted on the runway at London Fashion Week 

London fashion week always sets the tone for the season ahead and this February was no exception, offering the bridal industry subtle but significant cues for trend directions this upcoming seasons, particularly in silhouettes and detailing. London-based designer Harris Reed leaned into sculptural silhouettes and corsetry, reinforcing the dominance of structure within occasion wear. Debuting his bridal line within the collection, featuring Chantilly lace and crystal-embellished looks, Reed showcased how romantic detail and bold construction can coexist. Across the shows, the interplay between romantic detail and structured tailoring was clear. Even outside of traditional bridal contexts, these runway signals reinforce the notion that brides are increasingly open to designs that reflect individuality and couture-inspired craftmanship. And to top it all off! King Charles III made a special appearance in the front row of Tolu Coker’s show, a former NewGen funding recipient.

Standout milestones

On the 11^th of February, Justin Alexander marked an extraordinary 80 years in business – a testament to ‘eight decades of craftmanship, creativity and partnership’. Since establishing itself in the 1940’s, the brand has built a reputation for refined construction and timeless sophistication, with collections that balance vintage influence and contemporary luxury. The Justin Alexander team gathered at their European headquarters to commemorate the anniversary, reflecting not only on heritage but on evolution, as they are ‘more energised than ever’ for what the future of bridal holds for the brands.

February also saw celebrations for Madi Lane, which toasted to 10 years of designs in the heart of Covent Garden with a glamorous drinks reception and runway presentation. Known for romance, soft femininity and modern designs, Madi Lane has carved out a strong identity within boutiques. A decade on, the brand continues to resonate with brides seeking thoughtful design paired with timeless elegance.

Wuthering Heights and the couture corset revival

The popular film has been taking the media by storm and we’ve been particularly obsessed with Margot Robbie’s looks during the press tour, offering style inspiration for the bridal industry! Across multiple appearances the bridal cues have been clear, with sculpted corsetry and romantic drapery being standout features of the actor’s looks.

At the premier, Margot stepped out in a hand-painted Ashi Studio Spring 2026 Couture corset, featuring delicate sheer tulle layered over discoloured ivory silk. The look struck the perfect balance of couture craftmanship, sensuality and timeless romance. The Wuthering Heights press tour serves as yet another reminder that red carpet dressing is actively shaping bridal. As celebrity wardrobes grow increasingly couture-led and silhouette-focused, the influence filters directly into the aisle, reinforcing just how fashion-forward today’s bridal landscape has become.