The question of appropriate clothing becomes especially significant on special occasions—particularly during rites of passage such as weddings. That the choice of a bridal gown is consistently at the center of attention is also reflected in diverse (social) media portrayals. The various levels of meaning and attributions of bridal fashion are expressed not only in the acquisition of a bridal outfit (including bridal insignia such as the veil, flower bouquet, etc.), but also on the wedding day itself. Furthermore, the elements of wedding fashion often function as objects of embodied memory, even years after the wedding. What kind of ritualized practices surrounding Westernized bridalwear can be currently observed? Which attributions of meaning—individual as well as medial—are recognizable, and what role does the bridal dress play as a vestimentary object within the broader context of the wedding? These research questions will be addressed through a multi-sited ethnographic approach. Augsburg in Germany lends itself as a focal point for research, not least due to its transnational ‘bridal fashion mile’ and its historical significance as a former center of the textile industry. The aim of this article is to highlight the specific value of bridal fashion as a (vestimentary) ritual practice. By interweaving empirically collected data with approaches from ritual and fashion theory, I will argue that ritual fashion practices are clearly distinct from those of everyday fashion.
Ina Hagen-Jeske (Mon,) studied this question.