A curious thing happened to the mother-of-the-bride on the way to the wedding. She disappeared.
At least, the style of her clothing did.
Retailers and designers are noting that 21st-century mothers of the bride – a time when 50 is the new 40 – are no longer interested in long chiffon jackets or beaded jackets over A-line skirts. The shift means that some boutiques, such as Mary Linn’s Bridal in Santa Barbara, Calif., and Swoon Bridal in Reno, Nev., are doing away with mother-of-the-bride lines in favor of bridesmaid looks. Bridal manufacturers are even dropping the name from their labels.
“We got rid of our mother-of-the-bride line last fall,” says Michelle Depoali,...