The white gown is synonymous with weddings, a custom that's often assumed to be a nod to old-school values of purity and chastity, as embodied by the virginal bride. But in reality, the rise of the white dress is less a story of religious influence or puritanical mores than it is a tale of economics and marketing.
The color of the twentieth-century gown itself was an invented tradition, meaning that it evolved into something seen as unchanging and timeless, though it was not always so. Though considered a historic and time-honored ritual, the white wedding is actually a somewhat modern phenomenon.
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