Bringing Bridal Back — The Lexington Line

As Gen Z’s dating life steadily declines, model and musician Gabriette collaborated with Jimmy Choo to bring bridal back. As an influencer and public figure, Gabriette is known for her femme fatale energy, and her playful, confident personality. The collab redefines what it means to be a bride, framing a traditional wedding as something fun, expressive, and individualistic. She playfully incorporates her own enthusiasm as she prepares for her wedding with Matty Healy, the lead singer of the pop rock band, The 1975.

According to Fortune magazine, “56% of young adults (ages 18-29) reported being single, driven by financial instability, high anxiety, and a preference for "situationships" over traditional commitment.” While the traditional image of a wedding can be perceived as daunting and unnatural to younger generations, Jimmy Choo recolors the ceremony as something fun, rather than something excessive and old fashioned. The campaign, titled “The Rules of Engagement,” features Gabriette, who states her 7 rules to proper wedding etiquette. She encourages future brides to “Act surprised…even if you know the proposal is happening,” and that “one pair of shoes is never enough…one for the pre-party, one for the wedding, one for the after party, and one for the after-after party,” eliminating the idealization of a perfect moment. She acknowledges how messy it can feel, but her involvement feels especially personal, since the campaign blurs the lines between advertising and real life.

The collection itself is a mix of classic sophistication and bold, young statement pieces, topped with tons of pearls and pops of intense reds. The products leave room for self expression and personalizability, while neglecting the stress that wedding planning causes. The collection honors Jimmy Choo’s hyperfeminine yet powerful heritage while also innovating and growing the brand’s appeal to Gen Z by creating a narrative to relate to.

Overall, the Jimmy Choo x Gabriette collab represents a shift in luxury marketing, highlighting the personality that brands want to create to ultimately drive a more fashion forward narrative. By choosing a bride who rejects tradition in favor of originality, Jimmy Choo resonates with a new generation, who likes to write their own romance, in pursuit of bringing bridal back.

Is personalized fashion enough to bring Gen Z back to the altar?