The emerging marriage between weddings and luxury brands

Kourtney Kardashian and Travis Barker’s wedding, apparently signed by Dolce & Gabanna, seems to have set precedents for the future of luxury. Have we just entered the era of branded weddings?

Whether you were a follower of the Kardashian clan or not, the “eternal bonding” ceremony between Kourt and Travis was a sight to see. Not only for the looks, but for the whole pharaonic celebration at the height of their reality show. In it, the closest guests wore Dolce & Gabanna, although the brand denied having signed a sponsorship agreement.

The aesthetics and identity of the Italian house embellished the entire wedding, from the bride and groom’s and guests’ outfits, to the mega-yacht that was placed at their disposal. A move that makes us wonder if it could be a new luxury marketing strategy for brands. Of course, the media value is undeniable.

Considering that the photographer was Ellen Von Unwerth and that everything from the boat decorations to the altar set-up was designed by the Sicilian creative directors, we can say that the sense of unification on the part of Dolce & Gabanna managed to pulsate from start to finish.

Certainly, D&G could set the pillars of this new approach to wedding planning by luxury brands. One in which, beyond designing the outfits, it provides its most prestigious clients with a whole experience around the brand’s identity; including its know-how, its network of talents and/or professionals to organize these events.

In the end, all these high-end firms are already experts in elevating this kind of formats. For them, it also means a monumental diffusion in media and networks; as it happened with Virgil Abloh‘s dresses for Hailey Bieber or with the already iconic ruffled dress by Glenn Martens for Chloë Sevigny. We wouldn’t be at all surprised if soon they start incorporating wedding planning in their menu of services.