For most brides, buying wedding attire can be a pricey, one-time affair: They’ll wear their dresses and accessories just once, then store them all away, often never seeing them again anytime soon.
Marteal Mayer, the owner of Loulette Bride, a sustainable bridal boutique, and Ally Ruchman, a sustainable wedding coordinator and founder of Greener Unions, are working to change that. On Nov. 15, they hosted their first bridal swap at Ms. Mayer’s showroom in Greenpoint, Brooklyn.
When the doors opened that afternoon, a line of brides poured in, each carrying bags filled with new or gently worn bridal and wedding wear, from gowns and veils to evening purses and shoes.
A colorful, plastic gemstone was given for every item they brought, and later, would be exchanged for an item they found. (Remaining clothing would be sent to the nonprofit Housing Works.)
“I knew about clothing swaps but had never seen one just for bridal,” said Ms. Mayer, 36, who greeted everyone as they entered.
“Wedding wear can be a one-time-use product,” she said. “With many unknown costs, people are shopping more consciously and economically. We wanted to do something that spoke to both of our ethos in sustainability. An occasion where you can get wedding items for free is a huge draw.”
Clothing was dispersed and organized quickly. Once bare hanging racks with various labels — vintage clothing, formal wear, wedding dresses — quickly filled.
Swaps for clothing and objects have long been an accepted way to give and get. But they can be especially helpful these days as wedding costs continue to climb and tariff threats raise pricing concerns.
Several months ago, Ms. Ruchman, 31, found Ms. Mayer online. The two started talking, then brainstorming. “There’s so much waste associated with a wedding,” Ms. Ruchman said. “You buy these pieces and then you never wear them again. We thought, wouldn’t it be great if we could give these pieces a second life and have an opportunity to connect with each other in person.”
Susie Park, 35, a nurse practitioner at Bellevue Hospital who is getting married in October 2026, brought an unworn, strapless, A-line, ball gown. The dress was purchased at a sample sale for $1,500 when Ms. Park was planning a destination wedding in Mexico. Now it was “taking up space in my small New York closet, because we decided to get married here at the Green Point Loft upstairs,” said Ms. Park, who had learned of the swap on TikTok. “I’m going for Brooklyn industrial chic rather than the beach,” she said. “Today was about donating, and hoping another bride can wear this.”
That was the consensus among the 35-plus attendees, drinks in hand, as they searched the clothing racks.
Guests bonded easily. There was pursuing rather than pushing. And sharing instead of snatching. When the line for the two changing rooms became too long, women disrobed discreetly, then proudly in front of each other, so the main area became one communal changing room as brides, and friends who came with brides, assisted others with their chosen selections.
Reanna Godfrey helped Bia Izidoro into a dress she had bought on sale for $300 from For Love and Lemons, which didn’t fit and couldn’t be returned.
“I had a hard time parting with it because I love it so much,” said Ms. Godfrey, 39, a makeup artist for Chanel, as she watched Ms. Izidoro model the silver sequined top and attached silk sarong in the mirror. “It makes me happy to see someone love this as much as I did.”
Ms. Izidoro, 32, a general manager at Broadway Podcast Network, beamed. “I’m somebody that loves sparkles — I was looking for something that had extra glitter,” she said.
On Dec. 3, Ms. Izidoro is celebrating her union with her fiancé in a domestic partnership party at a bar in Brooklyn, and declared she would wear this dress. “Meeting the person who brought this makes this feel special,” she said.
Ms. Godrey found a dress, too. “I have to rework the boning, maybe add the corset back, because it’s a little small, but I can make it work,” she said. “It doesn’t bother me that someone else has worn it.”
For Ms. Ruchman, “the warmest part of all of this is people sharing and becoming friends. It’s not about buying a dress online or being fast fashion. There’s a story behind all these dresses. You’re meeting the girl who you got this dress from, who couldn’t wear it, or wore it once, and wanted to share it.”
Most women left triumphant, their arms laden with items. Those who didn’t find their wedding dress left with other wedding-wear options, like hair accessories and reception and dinner outfits. One woman found white leather boots with pink hearts running down the side.
Talia Boninger, 27, a freelance content writer in the nonprofit industry, scored a bejeweled, tulle minidress, “that’s very like fairy-like, which I’m interested in, and will wear as my bachelorette dress,” she said.
She also clutched a satin pleated and lace embroidered Jessica McClintock dress, which fit as if it were customized for her.
Ms. Boninger packed her latest finds in her bag and added, “This was a perfect way to keep it circular and make sure everybody can have something that’s new to them.”
As new friends were made and as people exited the event, Ms. Ruchman and Ms. Mayer were already considering hosting another swap in February.
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