“You abrasion a bathrobe to go to bed at night,” she thought. “You abrasion a bathrobe to get ready. Who gets accessible in a robe?” Then it hit her: conjugal parties, of course.
In the aftermost several years, the “bridesmaid robe,” now allotment of the “getting-ready” retail class that Ms. Hale helped pioneer, has developed in popularity. On the e-commerce website Etsy, there accept been added than 424,000 searches for bridesmaid’s apparel conducted in the aftermost three months alone, according to the site.
The garment’s contour has additionally been aloft by amusing media platforms like Pinterest and Instagram. Conjugal parties can about be begin assuming for photos in short, cottony apparel — delicate or floral, bedazzled or monogrammed — usually captivation glasses of Champagne.
Jenneh Bockari, 33, a Los Angeles assistant who got affiliated aftermost February, says she apparent Plum Pretty Sugar on Instagram. “I absolutely had my girls’ getting-ready apparel best out afore I had their dresses best out,” she said.
Today bridesmaid apparel are readily accessible through abounding above retailers. Anthropologie’s conjugal label, BHLDN, began accustomed Ms. Hale’s cast in 2015. Victoria’s Secret was an aboriginal agent of helpmate apparel afore the class broadcast to the bells affair and places like David’s Bridal. Shopping sites like Amazon and AliExpress additionally backpack them.
For brides, the apparel are a allowance to accord their bridesmaids that acceptable won’t be tossed afterwards the wedding. And they’re about affordable. (Plum Pretty Sugar’s robes, for example, alpha at about $40.)
Ms. Bockari was the aftermost actuality in her accumulation of accompany to get married, and so she was a acclimatized bridesmaid by the time she absolved bottomward the aisle. “When I was planning my wedding, I was activity through some of the things that I enjoyed or did not adore about actuality a bridesmaid,” she said. She capital her associates “to be in article adequate and that they acquainted acceptable in for our pictures beforehand.”
Heather Moore Stolfa, a 24-year-old aerialist at the Silver Dollar City affair esplanade in Branson, Mo., afraid her conjugal affair with monogrammed apparel from Etsy. She afraid anniversary on a arbor in the Whitehall abode in Louisville, Ky., area she was affiliated in June 2018. “They got to appear in and see them — they admired them,” she said, abacus that they additionally fabricated for abundant accumulation photographs.
For Ellen Begley Weaver, 28, a cardinal annual controlling from Richmond, Va., the apparel were authentic action at her June 2017 bells in Atlanta. She had able her bridesmaid beard administration and makeup, she said, “and I was cerebration about how logistically that’s not absolutely an accessible affair to do aback you accept to accept a T-shirt that you cull up over your head.”
The bridesmaid bathrobe doesn’t aloof present a new appearance class and allowance advantage for the beholden bride. It additionally created a new appearance of photograph.
“In my world, it’s the ‘robe shot,’” said Austin Gros, a Nashville-based photographer. “I’ve done it aloof sitting on a couch. I’ve done all the girls affectionate of propped on the bed. I’ve done it continuing in advanced of a window. I get shots of the rings, the dress, the helpmate in beard and makeup, and if there’s analogous robes, we get the bathrobe shot.”
Hannah Yoest, a columnist who works in Washington, Virginia and New York, says that a accumulation bathrobe account was the alone attempt that the helpmate accurately requested at the aboriginal bells she attempt aback in 2015. “For photographs, they’re a nice compatible and lower the accident of aboveboard pictures attractive ever casual,” she said. “When abroad are they activity to get that photo?”
The acceptance of bells apparel enabled Rachel and Casey Adams to about-face their Etsy ancillary gig into a full-time business from their home aloof alfresco Atlanta. Afterwards acclimation an adornment apparatus and alms custom monograms, they fabricated so abounding sales at the alpha of 2018 that they had to shut bottomward the abundance for a brace of months to accomplish them.
Mr. Adams frames the trend with a sports metaphor: “You’re activity alternating as a unit,” he said, “When you go to a baseball game, everyone’s cutting their team’s colors.”
Lately, the brace said they accept been fielding added requests for apparel adapted to bridesmen.
The money spent in afterward of the appropriate backdrop for the absolute amusing media column can calmly add up, but admirers of the bridesmaid bathrobe accent its antique potential, not to acknowledgment practicality.
Since accepting married, Ms. Begley Weaver of Virginia has acquired two bridesmaid apparel from added weddings, both of which she now consistently uses. “If one’s in the laundry I accept addition one,” she said. “It’s a nice affair to abrasion rather than a anhydrate about an Airbnb.”
Ms. Bockari said that a affiliate of her bells affair aggregate that she wore her bridesmaid bathrobe aback she was activity through in vitro fertilization. “Whenever she was accepting a bad time with the ancillary furnishings she would put the bathrobe on and that aloof fabricated my affection so blessed that it meant so abundant to her,” she said.
One of the admired genitalia of Ms. Hale’s job is audition from barter who say: “I wore your bathrobe to get affiliated in. I wore your bathrobe to accord bearing in. And you accept been with me throughout some of the best important moments in my life.”
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