Gen Z Weddings: Till TikTok Do Us Part

By Marissa Rotolo

Khachatryan Syuzanna / @syuzann_na via Pinterest 

I’ve had Pinterest boards for my wedding since I was way too young. From mason jar centerpieces to old-money chic aesthetics, my boards have seen it all. But not once did I pin the words “brand deal.” That, however, seems to be the newest goal for influencers and Gen Z couples. Somewhere between the champagne toast and the bouquet toss, Gen Z found an opportunity to monetize. Forget “I do.” The real vow is to ensure that every angle, outfit change, and carefully choreographed first dance make it to the For You Page.

Weddings today no longer feel like events; they feel like breeding grounds for digital consumption. Romantic? Not exactly. Instagrammable moments have always been part of the deal, but TikTok has upped the ante. Now it’s less about celebrating a marriage and more about putting on the biggest spectacle possible.

Take Mikayla Nogueira, for instance. The Boston-based influencer’s wedding to longtime partner Cody was essentially one big brand deal. She partnered with e.l.f. on a lip product and displayed it as a “kissing booth” at her reception. Along with other brand tie-ins and creator collaborations, the event read as tacky to viewers who felt the mix of sacredness and sales fell flat. Another example is Dance Moms alum Kalani Hilikier. Kalani got engaged last August, she's turned much of her page into a running feed of wedding events, planning updates and celebrations. For followers, it’s blurred the line between documenting a relationship and producing content around it—a sign of how Gen Z often shares life stages in real time.

Weddings are starting to feel like a business transaction. However, Madeleine White Fedyk offered a refreshing counterpoint. A fashion creator known for pairing pieces that shouldn’t work together—and upcycling them into something new—she brought that same energy to her wedding. Madeleine designed and sewed all of her bridesmaids’ dresses herself and leaned heavily into DIY, using her fashion knowledge to make the celebration feel personal. Her only partnership?An editorial spread with Vogue that felt less like an ad and more like an extension of her artistry.

What I’ve observed is that Gen Z doesn’t see documenting as inauthentic—it’s how they connect. In a world that is so heavily digital, we crave media in any capacity. Weddings can be an extension of celebration for everyone in your orbit. However, there is a line. 

Maybe that’s what makes Gen Z weddings so fascinating. They exist at the intersection of tradition, trend, and technology—sometimes messy, sometimes magical, but always intentional in their own way. And perhaps the real promise, beyond the vows, is to keep finding creative ways to turn love into something worth celebrating—on and offline.

Cover image: Taylor / @taylorirons via Pinterest