What urges celebrity brides to wear the same designer for all their wedding events?

The Kourtney Kardashian and Travis Barker’s wedding was expected to steal headlines. But the part of their Portofino nuptials that got maximum ink was how the spectacle in the Italian Riviera seemed completely orchestrated by Dolce & Gabbana. Reportedly, not just the clothes, but even details like the cushions on the motorboats were Dolce & Gabbana prints, and the venue also had a pop-up shop by the brand.

Celebrities saying ‘I do’ to brands they share long-standing relationships with for their nuptials is nothing new. For instance, Chiara Ferragni, wore three custom looks by Dior for her 2018 wedding to Federico Leonardo Lucia where Maria Grazia Chiuri was present herself. But Kardashian and Barker’s through-and-through Dolce & Gabbana wardrobe almost felt like an ad campaign. Especially as the Italian label dressed not just the couple, but every member of the Kardashian Jenner clan too, and also threw a wedding party at their Villa Olivetta.

In India, its own kind of formulaic blueprint for celebrity weddings has come up over time, with the happy couple outfitted in top-to-toe Sabyasachi. The ball started rolling with Anushka Sharma and Virat Kohli’s wedding in 2017 where the duo exclusively wore the Kolkata-based couturier’s designs from the mehendi to the reception, including even their first touchdown together as man and wife. For Deepika Padukone and Ranveer Singh’s Lake Como vows, not only did Sabyasachi dress the couple but even some members of the groom’s family. More recently, Vicky Kaushal and Katrina Kaif’s wedding was yet another Sabyasachi-clad affair.