Chloe Hayden's Wedding Dress Search
Chloe Hayden is preparing for her wedding in 2028 and is actively searching for the ideal wedding dress. The 23-year-old has compiled a mood board featuring various styles she admires, but she is certain about one aspect: she does not want a second-hand gown.
Hayden's stance reflects a broader trend among modern brides. Research conducted by the University of South Wales, Derby University, and Manchester University reveals that many brides are hesitant to purchase pre-owned wedding dresses due to concerns about stains, odors, and even superstitions such as "curses."
Research Insights on Second-Hand Dresses
Dr Lauren Thomas, one of the researchers, explained the mixed perceptions surrounding second-hand gowns.
"There can be positive connotations, if it's been gifted by friends or family for example, but if they don't know the history of the dress they become a little bit more suspicious,"
Hayden, who is from Cardiff, mentioned she briefly contemplated wearing her mother’s wedding dress but ultimately decided against it because the style was outdated.
Instead, she is focused on finding a new, contemporary dress.
"I've got many, many different shops that I've looked at and I'm also sort of keeping an up-to-date board, like a little file with all the new dresses that are coming out each season. I'm obsessed."
Brides’ Attitudes and Imagery
During interviews, university researchers asked brides to bring images that represented their feelings about second-hand wedding dresses. Some brides presented dark imagery, including depictions of the Grim Reaper, which surprised the researchers.
"Some of the brides used very dark imagery, including images of the Grim Reaper. We weren't really expecting to see dramatic images like this,"said Thomas.
Conversely, brides familiar with the dress’s history, such as those receiving a hand-me-down, expressed more positive feelings, treating the gown as a cherished item rather than a cursed one.
"Conversely, when brides were familiar with the story of the dress, like with a hand-me-down, they were far more positive about it and treated it more like treasure than a cursed item."
Environmental Considerations and Cultural Context
Thomas, an expert in fashion and consumer behaviour, noted that while many brides care about environmental issues and appreciate sustainable options, these factors rarely influence their final choice of wedding dress.
"The UK, and Wales in particular, has a long, rich, and sometimes complex history with religious belief, superstition, and tradition, all of which can be experienced during a wedding,"she added.
She further explained that couples often incorporate local and national customs into their weddings, such as serving specific foods or the tradition of throwing the bouquet, reflecting the deep cultural significance of these events.
Bridal Boutique Owner’s Perspective
Bronwen Barclay, who married wearing a second-hand dress, reported no concerns about superstitions or "curses." She expressed appreciation for the fact that someone else had worn the dress before her.
The 35-year-old from the Vale of Glamorgan shared that the original bride paid £3,300 for the gown, which Barclay later sold for about a third of that price at her boutique, Bridal Reloved Cardiff. Barclay was inspired to open the boutique after her own search for a wedding dress.
"I just thought that it was really exciting. The dress is obviously not cursed, I'm happily married, as is the bride I bought it from,"she said with a smile.
Wedding Costs and Pre-Loved Dress Choices
A report by Hitched UK indicates that the average cost of a wedding in the UK in 2026 is nearly £22,000. For some brides, cost is a significant factor in opting for a pre-owned dress.
Meg Rolley, who plans to marry next year in Brecon, highlighted financial considerations as a primary reason for choosing a second-hand gown.
"There is an infinite amount of money you can spend on a wedding… for me the day is about the people and the environment, not about what I wear,"said the 26-year-old.
"That's why I don't care about the dress, and so the cheaper the better."
Wedding Dress Rental Trends
Thomas observed that UK brides generally show less interest in renting wedding dresses compared to brides in other countries.
"The rental market for wedding dresses reflects this, being smaller and with fewer choices, than the market for men's items like suits.
But in many European countries, bridal rentals are much more common, and further afield, in countries like South Korea, the bridal rental market can be as large as 75% of the market,"she explained.
The Symbolism of a New Dress
Thomas suggested that for many brides, purchasing a new wedding dress symbolizes the beginning of their married life, which may explain the importance placed on the gown.
This perspective aligns with Chloe Hayden’s feelings about her dress.
"I want the dress to be mine,"she said.
"I'm looking at a timeless dress so that if my children wanted to wear it they could - but I want it to be individual to me."
