Ssense Just Launched an Anti-Bridal Bridal Collection

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Ssense Just Launched an Anti-Bridal Bridal Collection
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With exclusive designs by Chopova Lowena and Simone Rocha.

Ssense is to young millennials and Gen Z what Barney’s was to the generation coming of age duringIf Carrie Bradshaw was in her early 30s now, she'd be bragging about spending her paycheck not on Manolos but on square-toe Sandy Liang ballet flats that she ordered from the Canadian online retailer. And today, Ssense wants to help dress her for her wedding.

The brand’s bridal edit, which launched this morning, features unorthodox gowns and accessories . Brigitte Chartrand, Vice President of Womenswear Buying for Ssense, told me that she realized the brand's customers were “on the verge of getting engaged, planning weddings, or attending weddings for their friends.” They were evolving, and Ssense needed to evolve with them.

While most options are fairly zany, there are still a handful for a bride who doesn’t want to leave all convention behind. “For a more conservative, yet incredibly elegant option, our Edit also features an exclusive coat dress from Bode with gorgeous embroidery detailing that will be an amazing option for the fall. I can already imagine this couple walking through Central Park after sharing their vows.

When launching this new category, Chartrand tells me she felt particularly inspired by one of her best friends who recently got married in a white suit from Rick Owens. “It was so chic!”Previously, she was the style writer at

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