Anthropologie launched its bridal line on Valentine’s Day in 2011 and has been tying the knot ever since. On its website last year, Anthropologie ’s weddings category saw more than 75 million product views, a double-digit increase over the previous year. On-site wedding search traffic also increased by double digits. As the definition of what constitutes “ bridal fashion” exponentially expands, so has Anthropologie’s offerings.

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What was initially a simple photo platform for brides to flaunt their special day, today’s social media has exploded with behind-the-scenes and “get ready with me” videos that can start more than a year in advance with gown shopping and extend through weeklong wedding events and the honeymoon.

“The Ge

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