Today, Explained The cost of “I do”
40 snips
May 3, 2026 
Shelby Wax, Vogue weddings editor, and Karen Dunak, marriage historian at Muskingum University, unpack why modern weddings cost so much. They explore how ads, reality TV, Pinterest, and Instagram turned ceremonies into status symbols. They also get into trend pressure, regional price gaps, micro weddings, and the tug-of-war between personal meaning and spectacle.
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How Advertising Invented The Modern Wedding
- Karen Dunak says the lavish American wedding was built by advertising and postwar consumer culture, not timeless tradition.
- Brides magazine, Pyrex ads, and Father of the Bride sold brides an entire lifestyle alongside products.
Why Wedding Trends Keep Escalating
- Karen Dunak says each era remade weddings through its own media, from feminism to Princess Diana to TLC and Instagram.
- The internet accelerated trend-copying and self-branding, turning weddings into public statements far beyond the guest list.
Why Money Alone Doesn't Make A Great Wedding
- Shelby Wax says expensive weddings do not automatically feel stylish; intentional choices matter more than raw spending.
- She pegs a 100-person wedding near $100,000 in New York City and roughly $30,000 to $40,000 in the Midwest.
