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  • Is the traditional white wedding in decline?
  • Is the traditional white wedding in decline?
    Vitor Pinto (2019) ©

How are Britons getting hitched?

The way Britons get married is undergoing an upheaval as celebrants supplant clerics and brides opt for second-hand gowns. What’s driving couples to downsize their plans, exchange engagement tattoos, and opt for outdoor ceremonies? And how are brands supporting their new traditions?

Location Northern Europe

“Going to the chapel and we’re going to get married.” So sang The Dixie Cups back in 1964, but a lot has changed around weddings since then, principally that the majority of those taking place in the UK no longer involve chapels or even religion. Britons are getting hitched later in life and marriage is no longer exclusively for heterosexual couples. What’s more, as young people struggle to make ends meet, the cost of marrying the traditional way is forcing them to rethink their plans.

While the average age of marriage for heterosexual men and women was 27.2 and ...



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