It didn’t start with acquiredstyle’s bachelorette.
In April, the influencer Brigette Pheloung, known as @acquiredstyle, shared videos of her bachelorette trip sponsored by Swan Beauty, featuring a $795 “AI mirror” and a $94 yearly app. This stirred TikTok discussions. Some admired the collaboration while others did not. Pheloung didn’t comment on Mashable’s inquiries.
“I don’t think anyone would say no to her bachelorette, whether hosting it or attending it,” said Sarah Singleton of Hype Gal Media, emphasizing the appeal of a well-sponsored and cool event.
This is part of a trend in influencer-sponsored wedding events. While wedding sponsorships aren’t new, they are increasingly popular post-COVID. Six in ten Americans would consider wedding sponsorships, showing naysayers are likely a minority. Wedding professionals discussed how no tradition is “sacred” anymore.
Historically, brands have sponsored weddings for attention. Harmony Walton of The Bridal Bar recounted how past high-profile weddings secured sponsorships and how influencers now bring similar appeal. Coverage from high-profile clients can boost industry professionals’ profiles.
Singleton advises influencers to align sponsorships with their brand, being authentic to their story. Walton noted professional approaches to sponsorships could involve appropriate contracts and expected deliverables.
“In this economy, get your bag,” Singleton said, referencing the pressure to monetize weddings. With rising living costs, weddings are pricier, with the industry seeing a shift from moderate to luxury or micro-weddings. Jenna Liston, a content creator, mentioned sponsorships helped her stay within her budget.
Weddings today compete with expectations driven by social media, shifting from simple to social-media-worthy events. Walton noted people bring broader experiences to wedding planning, raising expectations.
For influencers, weddings present business opportunities, as long as authenticity remains a priority. Liston advised partnering with companies aligned with her page. If there’s a chance to collaborate on one’s wedding day, she sees no reason not to.