Weddings The Global, Viral Phenomenon
WEDDINGS
The Global, Viral Phenomenon
By Deeya Farrukh Niaz
In a world where aesthetics, algorithms, and aspirations collide, weddings have become far more than just sacred ceremonies, they’ve evolved into globally watched, digitally dissected spectacles. Across the Indian subcontinent and beyond, brides no longer plan their big day solely for the memory, it’s all about the moment, the click, the share, and the trend. With social media shaping perceptions of perfection, the modern bride faces a unique set of choices: tradition versus trend, intimacy versus influence, and meaning versus momentary fame. Welcome to the world of viral weddings.
Just like everything else in today’s world, the wedding industry is driven by trends, popularity, and, of course, Instagram followers. But when choosing a photographer, what are brides truly searching for? Genuine skill and creative vision? Or a viral Instagram reel that earns them a million views and an overnight fan following?
Now imagine two wedding planners: one offers real value for money, while the other, despite providing the bare minimum, raises your social status just by association. Which one would you choose?
That’s the dilemma many brides face before making any bookings, be it the photographer, the perfect dress, the makeup artist, or the event coordinator. Labels are no longer reserved for couture, they now apply to every element of the wedding day.
But, like all trends, viral moments fade. There’s always a newcomer ready to take the crown of the internet’s next ‘it’ bride.
Currently, designer Tarun Tahiliani is the go-to for South Asian brides, particularly among Pakistanis and Indians. In the UAE, photographers like Pictroizzah and Sara Idress are dominating the scene with stunning portfolios, yet they face constant competition from emerging talent.
The industry has changed dramatically over the past five years. What was once the realm of family-run services, photographers, caterers, decorators, has transformed into a high-octane, high-pressure game. With the emergence of the viral bride, the stakes have skyrocketed.
Bridal stylists have also entered the scene, curating entire wedding looks from head to toe. They work closely with trending designers to blend the bride’s vision with the zeitgeist. It’s a full production now, every detail curated for a global audience watching from afar.
The wedding industry’s economic value is staggering. Within the Indian subcontinent, it’s estimated to be worth $130 billion annually. Pakistan’s wedding economy alone stands around Rs 900 billion. As one Pakistani business tycoon once put it, “Do anything in the wedding industry, and you’ll be a millionaire.” The industry now caters to every budget and aesthetic, with more choice and talent than ever before.
Even vendors have shifted their approach. They’re no longer just serving brides, they’re looking to serve content to their followers. Innovation and creativity are now key currencies.
To top it off, there are now digital shows like Wedwel, which dissect and critique bridal looks from Pakistan. So, weddings don’t just rake in billions in revenue, they earn billions of views, too.
There is, however, something beautifully unifying about it all. Brides from around the world are now sharing traditions, aesthetics, and inspiration. And modern brides can now plan their dream weddings using countless references, unconstrained by local limitations.
But where should a bride begin?
Research is crucial. Look at a vendor’s portfolio, their quality of work, and their consistency, not just their follower count. Some brands have earned their popularity through excellence and affordability, while others look flawless on screen but are poorly made and overpriced in reality. Know what you want, and be confident in your choices, regardless of whether they go viral. The most important thing is that you feel beautiful on your day.
And yes, weddings cost a fortune. Outfits and jewellery are often worn once or twice in a lifetime. So it’s wise to strike a balance, spend responsibly on your event, but also on things you’ll use for years. Remember, you’re preparing for a marriage, not just a wedding.
One emerging trend I truly appreciate is skincare. Some brides may go overboard with fillers, botox, and invasive treatments, but others are embracing traditional self-care rituals like ubtan, oiling, and sun protection. Weekly facials, cleansing routines, and skin wellness are investments that go far beyond the wedding day. This is a trend that deserves to go viral.
Despite all the help available, the final decisions always rest with the bride. From dealing with picky vendors to managing the budget, scheduling appointments, and shopping, it’s backbreaking work. And after all that effort, a bit of recognition is only fair. But let us not forget, weddings aren’t about the viewers. They’re about celebrating love, and the friends and family who have supported that journey.
The best advice for any bride hoping to be remembered? Be yourself. The most memorable and viral brides are the ones who radiate joy, confidence, and authenticity. One danced lovingly for her groom and captured hearts. Another, Kiara Advani, was simply radiant in her natural chemistry during her bridal entrance.
Because when love and sincerity shine behind the lens, it shows in front of it too. And that, more than any designer label or viral moment, is what truly lasts.