And it’s not even always because we’re watching The Walking Dead.
Last night, my husband called me into the TV room and deliberately rewound so I could watch this:
Why must he taunt me?
I get that there is this cultural thing going on in contemporary America that privileges wedding dresses above all other wedding accoutrement (I guess some people would argue that the ring is NUMBER ONE, but my money is still on the dress). I get that there is this on-going view of the wedding as “the bride’s day.” I see these trends. I accept that they exist. I hate them. And so: I use this blog to express my frustration with this advertisement (titled, “The Invisible Man” – gag) and its willful perpetuation of ideas I despise.
First: Grooms need not be “mere cog(s) in the wheel of…carefully choreographed wedding extravaganza(s).” The groom is future partner to the person he’s about to wed. As such, he should (and many grooms do) share responsibility in the careful choreographing of said extravaganza. Or he should feel free to say,“Hey, I’m not into the idea of our wedding as a ‘carefully choreographed’ anything, extravaganza or otherwise.”And if he’s about to marry the right person, that person will say “I get it. What kind of celebration can we plan that will make us both happy?”
Second: Sometimes grooms marry grooms. And then – uh-oh. There’s no bride for the wedding to be all about. And there’s no dress to take up the absent bride’s attention. SIDENOTE: Trust me: I get that same-sex partners can embrace non-normative gender titles and appearance – but for the sake of argument, let’s say no bride, no dress. What then? The wedding doesn’t matter? Chyrs Ingraham critiqued the wedding-industrial complex years ago, and paid particular attention to the heterosexist element of American wedding culture. To some degree, with the growing legalization of same-sex unions, the heterosexism of traditional wedding expectations is more apparent than ever. And from my point of view, it makes the wedding industry’s attempt to grasp at tired wedding absolutes look terribly old-fashioned and out of date (ahem, David’s Bridal).
Third: Brides are not an absolute lump category. Just like we in the history biz can’t say “American women” and feel fine that we’ve covered our bases talking about what ALL WOMEN thought, how they acted, or what they valued, we can’t say “brides” and feel like we’ve got a catch-all terms on our hands. Newsflash wedding industry: women/brides have different goals and intentions as they prepare for their weddings and their marriages. Because weddings have been my point of research – and to some degree, my professional bread and butter – I’ve tried not to digress to the personal in these posts. But here and now I share this: I bought a wedding dress from J. Crew that a) was among the cheapest they had available; b) I could get at 30% (I think) off because I would’ve spent above $100; c) they would ship to my house and I would never have to go into a wedding gown store; d) I thought would be fine. What I wanted: something much more vintage-y that fell just below the knees, had tea-length sleeves, and was not white. Is that what I got? No way. Why? Because I didn’t value getting the dress I had in my mind’s eye enough to spend the time and resources looking for it. What I did value: checking “get wedding dress” off my list. I report the following: Wedding dress ~ Good enough; Wedding day ~ Awesome; Marriage ~ Still going strong. For me, for others, it definitively was *not* “all about the dress.”
I get that David’s Bridal, which essentially is the Costco of bridal boutiques (it feels wrong to use “boutique” here, but I will), probably isn’t particularly interested in rocking the boat, re: mainstream views of contemporary American weddings. But I do think the company could tap into something more exciting and more relevant in the world of wedding culture. When brides and grooms of the 1960s and 1970s decided they would “do their own thing,” that they would personalize their celebrations to reflect who they were and what they thought, the Grand Dame of the wedding dress industry Priscilla Kidder – who had made her name and fortune with 1950s-era brides – started using language about how weddings and gowns could be unique and reflect the individual. And she sold more dresses. The traditional market was still there – but the new market responded to her savvy tactics. My sense is that the many businesses that comprise the contemporary wedding industry would do well to take stock of evolutions in wedding populations and styles of celebration and shape their messages to fit the modern age. My guess is that even the “traditional” celebrants would see the appeal.