A couple of months earlier than her marriage ceremony, Veronica Ume-Ezeoke was scrolling via Pinterest when she stumbled upon an elaborate tulle, ruffled gown from Voir Bride, a Ukrainian model. Mrs. Ume-Ezeoke already had a fragile lace gown to put on whereas preparing for her July 2022 marriage ceremony, however she despatched it to her sister anyway.

“I was like, ‘Oh my gosh, could you imagine?’” Mrs. Ume-Ezeoke, 31, mentioned. “My sister, a very facetious lady, was like, ‘Hideous. Ugly. Totally not you.’ And I was a little offended.”

Turns out, Mrs. Ume-Ezeoke’s sister might image her sporting it and purchased it for her as a shock. Mrs. Ume-Ezeoke, a senior affiliate at a well being care tech firm, had three marriage ceremony ceremonies to have a good time her and her husband’s completely different cultures — Nigerian, Korean and American.

An ornate gown felt proper for preparing together with her bridal social gathering for the American marriage ceremony. “I wanted to have this one moment of collective feminine energy and to pop champagne and be sexy,” Mrs. Ume-Ezeoke mentioned. She’s not alone in desirous to take pleasure in the preparing facet of the day.

Getting prepared images have lengthy been customary, however in response to Chi-Chi Ari, a photographer in New York, a bigger emphasis has been placed on them lately. “When you see this big production of getting ready on social media, brides see that and feel like they have to incorporate that into their weddings,” Ms. Ari mentioned.

And they’ve turn into considerably extra stylized, too, mentioned Minh Cao, a Philadelphia-based photographer. “More thought goes into how that part of the day should be captured,” Ms. Cao mentioned. “I’ve definitely seen the getting ready portion of the day getting more complex.”

When trying to find an outfit to prepare in for her June 2021 marriage ceremony, Danielle Tullo La Testa seen that almost all brides wore white button-down shirts and easy pajamas, somewhat than “standout robes.”

“You’re getting ready for your wedding more than you’re doing anything else on that day,” mentioned Mrs. Tullo La Testa, the founding father of DLT Creative, a social media company. “So with that idea, I wanted something unique and special, the same way my wedding dress was.”

She commissioned a customized open-back gown with feathers, lace and a prepare from Lé Lauriér, a bridal designer in Brooklyn. Mrs. Tullo La Testa can be the founder and chief govt of Partier, a customized merchandising model usually used for marriage ceremony occasions, and he or she’s lately seen different brides leaning into comparable apparel for their very own weddings. There are additionally extra choices out there for brides who need extra glamour. “I think I’ve seen them pop up everywhere,” Mrs. Tullo La Testa, 29, mentioned of the fancy robes. “I’m seeing them pop up in a smaller way on Etsy now, too.”

Alisha Walt, 31, a authorized coordinator for Gibson, a guitar firm, selected a customized gown from Lé Lauriér over pajamas for her marriage ceremony final October. She didn’t need it to be “an everyday kind of thing,” she mentioned. The gown “really took it to the next level for me, and it truly made me feel like it was my wedding.”

Lauren Holovka, the designer behind Lé Lauriér, began her model in 2018 and launched her first assortment of couture bridal robes, The Dress Before The Dress, shortly after. Ms. Holovka, 29, has seen a big increase in enterprise in the previous couple of years with increasingly more brides trying to find couture getting-ready outfits. “Photographers tell me all the time, ‘We literally had to put a time slot in just for your bridal robe,’” she mentioned.

Ms. Holovka, who has a workforce of six to 10 folks, estimates that she creates round 150 to 200 bespoke bridal robes every month throughout busy season for purchasers round the world, together with celebrities like Heather Rae El Moussa from the actuality TV present “Selling Sunset” on Netflix and Teresa Giudice of “The Real Housewives of New Jersey.” Custom robes, which usually take about 4 to 6 months to make, vary from $2,550 to $5,800, whereas ready-to-wear robes value lower than $1,000 and should not as elaborate.

Ms. Holovka doesn’t anticipate brides to put on these robes whereas having their hair and make-up carried out and recommends a separate gown for that.

“For hair and makeup, I very much wanted to be in my element,” mentioned Mrs. Ume-Ezeoke, who wore a white button-up shirt whereas getting her hair and make-up carried out. “And then I stepped into that bridal robe to change the mood and signal, ‘OK, it’s time to party now.’”

While some robes may be simply as luxurious as some marriage ceremony robes, robes provide a bit is extra versatility and might simply be worn once more in the future, making it a worthwhile funding. Mrs. Tullo La Testa calls hers a “modern heirloom” and hopes to move it all the way down to her new child daughter, Juliette, when she’s of age.

While Mrs. Ume-Ezeoke has provided her gown to buddies who’re planning weddings, in order that they have their “something borrowed,” she additionally envisions giving it to a daughter or niece in the future. Many brides re-wear their robes for maternity shoots as nicely, Ms. Holovka mentioned, and a few even return to the designer to repurpose them as Christening robes for infants.

“I wouldn’t even care if I never wore it again,” Mrs. Walt mentioned, who did find yourself sporting it on her honeymoon in Italy. “It was so special for the day. It was one of the best things that I’ve done.”