When we were young, most of us went to the mall with our mom when we needed something dressy — whether for a wedding or a school dance. Back then, the only decent options came from big department stores like Macy’s or JCPenney. When we landed our first jobs and had a bit of spending money, we splurged on a Reformation dress that, let’s be honest, at least three other people at the event probably had, too. When it came to special-occasion clothes, it was either designer items that were out of budget or something generic from one of two stores.

Today, brands have finally heard our pleas for more options. Fast-fashion, indie and contemporary labels are launching dressier pieces that sit right next to their everyday collections — because that’s how we shop now. Customers want choices for every occasion, at all price points, from brands they already know and trust. And according to the brands we spoke with, shoppers have been asking directly for special-occasion wear.

Case in point: Five-year-old It-girl brand Damson Madder recently launched its Dress Up edit of occasion-ready pieces. According to founder Emma Hill, customers at Damson Madder pop-ups in New York and London repeatedly asked, “Do you have anything for weddings?” She explains, “A lot of our dresses and co-ords are made with quite casual fabrics. So essentially, we just elevated the situation and worked with slightly more premium materials.”

The result? A lineup of dresses, separates and bags with the same bold prints and quirky touches fans love — all priced less than $300. “We added some really beautiful embroideries,” Hill says. “I mean, it’s not Damson if there’s not a bow or a frill, you know.” The idea is to help shoppers stand out in something fashion-forward while still honoring the dress code. The collection remains intentionally small to align with the brand’s sustainability goals and reduce waste. As demand grows, it will expand into more premium bags and additional occasion pieces.

The data confirms what Hill has been hearing from customers: According to a 2025 MMGNET report, dresses are dominating women’s purchases in the formalwear category (67% for ages 18-24), and dresses rank number two in top intended apparel purchases for women (after leggings).

For Tanya Taylor, it was one specific dress that sparked the idea for her partywear line, Delphine. “In November 2023, in celebration of 10 years of Tanya Taylor, I designed a bow-adorned polka-dot mini dress for myself and put it in our Madison Avenue window just as a visual moment,” Taylor recalls. “To my surprise, we had the best reaction — people came in asking for the dress and were even willing to wait four weeks to have it custom made.”

Tanya Taylor has built a loyal following thanks to its chic dresses, separates, elevated basics, denim and swimwear. But Delphine is the brand’s alter-ego, meant for the girl who wants to play dress up.

“As I researched the market, I noticed a gap in both design and cost,” Taylor says. “You could either wear cutouts and look super sexy or go with oversized ruffles that feel too youthful.” Delphine offers a middle ground, with prices ranging from $795 to $2,195 — still less than many luxury labels. And it’s not stopping at dresses: “Customers are now asking for sets, evening coats, you name it. The rules have changed. Individuality reigns, and Delphine allows for both self-expression and versatility.”

According to a rep from LTK, this craving for creativity and self-expression is showing up in searches on the app. It seems we’re dressing up for everything these days, as event-specific looks are trending, including “Mardi Gras dresses” (up 18,000% year-over-year and 4,278% in the last three months), “Kentucky Derby dresses” (up 266% year-over-year and 2,533% over the last three months) and even “rodeo dresses” (up 230% year-over-year and 1,250% over the last three months).

It’s part of a trend the LTK team is calling the “main character fashion era.” It’s not just those big milestone moments anymore; we’re creating our own special moments for a friend’s garden birthday party or a Beyoncé concert (hence, the “rodeo” searches).

Of course, wedding-related event clothing is still trending on the app as well. “Brands are smart to be meeting that demand with a new wave of elevated, occasion-ready styles,” says the LTK rep. Formal wedding guest dress searches are up 690% in the past three months, while searches for “bridal guest dress” specifically are up 396% in the past three months and “wedding guest dress short” is up 133% in the past week. (Light yellow, yellow and pink are the trending dress color searches.)

Caroline Maguire, fashion director at Shopbop, says the retailer is meeting the demand for special-occasion clothes by keeping the inventory fresh. “Dresses are such a massive category for Shopbop — we have a dress for every occasion,” she says. “Our shoppers love pieces that feel trend forward, so we always prioritize showcasing the trendiest silhouettes of the season in addition to our more evergreen styles.”

Rising brands on Shopbop include Rangel, NIA, Kika Vargas and La Maregold. “Our customers are always craving newness,” Maguire continues. “Whether that’s a new silhouette or fresh iteration of a style from a brand they know and love, or something from a brand that’s new to them that feels exciting.”

High-street retailers are stepping into the occasionwear market, too. ASOS, the go-to for trend-driven finds, recently introduced Arrange, a premium brand with standout occasion dresses and luxe essentials. The line offers elevated designs — think oversized paillettes, hand-painted prints, bold colors, and experimental silhouettes — with prices ranging from $34.99 to $399. Arrange is also size-inclusive, running from US 0 to 26.

Even more affordable dressy options are coming from brands like Abercrombie & Fitch and Old Navy. The former launched its Wedding Shop after seeing success with its Best Dressed Guest items. “We expanded the collection to include options for brides, honeymoons, and more,” a spokesperson for Abercrombie & Fitch says. “We always balance customer feedback and sales data with trend forecasts to create fresh, relevant assortments.” The brand plans to continue offering occasionwear into fall and the holiday season.

Meanwhile, Old Navy introduced The Occasion this April, responding directly to customer data and demand. Sarah Holme, head of design and product development, notes that Old Navy ranked among the top three women’s dress retailers in 2024, according to Circana. “Our customers were looking for more elevated yet affordable options,” Holme says. The Occasion delivers just that: dresses and separates priced from $25 to $65, available in sizes XS to 4X.

“We leaned into effortlessness, whimsy and playful appeal,” Holme says. “Everything is thoughtfully designed, with elevated fits and details, all at accessible prices.” Even the prints were hand-painted by the Old Navy print team.

As the line between everyday- and event-wear continues to blur, brands are rethinking what dressing up means for today’s shopper. The takeaway? Consumers want versatility, personality and price points that make sense for their budget. And now, they’re finally getting it — bows, frills, polka-dots and all.

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