The wedding wardrobe is the new wedding dress

For Martina Gurgel, a Miami-based jewelry designer, shopping for her upcoming July wedding in Paris has become a part-time job.

It’s not the wedding dress that has become the attention-absorbing factor, but, rather, the outfits for the wedding’s ancillary events including a welcome lunch on a boat, the rehearsal dinner and other pre-wedding events. Among them: the engagement party, the engagement photo shoot, the bachelorette party and the bridal shower. In all, Gurgel has worn or plans to wear upward of 25 wedding-related outfits ranging from formal feminine attire to shiny and sexy designs. She has each outfit and corresponding event organized on a spreadsheet and said she spent between $15,000-$20,000 on looks for the wedding week alone, including honeymoon apparel.

“If I’m getting all this attention, and I’m already paying for a photographer, videographer and social media content creator, and all friends and family are going be there, then it’s worth having more outfits and different types of [social content] that you can put out to family and friends,” said Gurgel, who has a social media following of approximately 30,000 people on Instagram.

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