Saturday mornings at estate sales and one-of-a-kind thrifted finds are the status symbols of a new generation, and that preference for all things secondhand has trickled into the bridal industry. From puff sleeves to intricate lace, brides today are leaning into the world of vintage wedding dresses.
“Brides want to invest in a gown with character and craftsmanship, and they also want their choice to be sustainable. Choosing a vintage wedding dress is an extension of their everyday values,” explains Breanna Decker-Grant, owner of Atlas & Ember in Staunton, the wedding gown sister brand to vintage shop Juniper Lane.
With gowns sourced from private collections and markets, Decker-Grant recognizes that each gown arrives at her salon with a story, and her job is to convey that story to its next wearer.
She sees 1970s gowns resonating with Gen Z couples, especially those looking for a free-spirited boho aesthetic. “However, I also see bold and elegant silhouettes from the 1980s and 1990s making a comeback, often with minor alterations.”
Noelle Parent, owner of Blue Sage Bridal in Richmond, which boasts an abundant selection of consignment gowns, sees clients gravitating toward timeless lace details and romantic basque waistlines. But there’s one more secondhand trend that might come as a surprise to mothers-of-the-bride who lived through the 1990s. “Sleeves have made a big comeback, whether fitted, puffed, or sheer,” says Parent.
But regardless of the era they choose, there’s more to the decision than the period details. “When a bride steps into my salon, they are not chasing a trend, but rather a feeling,” says Decker-Grant. “These gowns have lived love stories before us, and with care, will hopefully continue after us too.”
Featured photo of Virginia Living selected bride Sophia by Jesslyn McCartney. This article originally appeared in the February 2026 issue.
