Allyson Rees

But if the bride is concepting this, then they know what things cost, you know?

One of the things that we've talked about quite a bit on WGSN is just the level of personalization that happens now with these events.

So like you're not going to Party City anymore and buying like 10 trucker hats that say bridesmaid.

It's like these deep levels of personalization, whether it's like pajamas or...

tote bags.

There's like this merch culture now.

I also think that a lot of it has to do with male identity, perhaps much more tied up with their spending ability.

Sorry.

Yeah, no, I agree.

I think that's a big no.

And it sort of speaks to the culture that we have that has to do with kind of main character energy where it's like, well, it's my turn.

There's this expectation that like, well, when it's my turn, all of my friends will do this for me as well.

When it's my turn, I'll sort of get pampered too.

And yeah,

Up until 20 years ago, you would just pick up a bride's magazine or you would just maybe get a Martha Stewart's Brides.

Now you're inundated with this imagery all the time.

There's like so many social media wedding accounts.

And I think that you would never see imagery of people's weddings in the way that we do now.

And so we're hyper aware of it.

And again, it ups the ante in people's mind.