A procession of white lace, tulle, and beaming smiles swept through Manhattan this past weekend as 75 participants took to the streets for the annual "Brides of March." The event, a vibrant blend of performance art and pub crawl, saw a flurry of wedding gowns descend on bars, landmarks, and subway cars in a celebration of friendship and spontaneous fun. "Beware the Brides of March!" event organizer Harmony Vehling proclaimed, a playful warning for a day dedicated to spreading joy.
While the visual spectacle might draw comparisons to the city's infamous Santacon, the Brides of March operates on a different scale and with a distinct ethos. With about 75 attendees, it’s a far cry from Santacon's tens of thousands, fostering a stronger sense of community. The commitment is also higher. "You can’t just buy a sweater and participate," Vehling noted, highlighting the effort required to procure a wedding gown. The event is open to all genders and focuses more on camaraderie than a pure bar crawl.
Crucially, this celebration of creative expression is not to be confused with the Brides' March held in Upper Manhattan, a somber and vital event founded to raise awareness and protest against domestic violence in memory of slain bride Gladys Ricart.
From Phoenix to the Big Apple
The New York incarnation of the Brides of March has blossomed under the stewardship of Vehling. She first encountered the event in Phoenix in 2011 after hearing about it at Burning Man, a nexus for expressive and unconventional gatherings. When she moved to New York in 2014, she found a much smaller group of "maybe 15-20 people." By contrast, the Arizona chapter would attract around 100 participants.
Vehling officially took the organizational reins from Abby Ehman in 2022, determined to grow the event and infuse it with new energy each year. The event itself has roots in the San Francisco Cacophony Society, a randomly gathered network of free spirits who engaged in playful and disruptive public stunts, which also spawned Santacon. This tradition of reclaiming public space for absurdity and play continues to thrive in cities worldwide, with Brides of March chapters active in Toronto, London, Austin, and beyond.
Working with her "partner-in-crime," co-producer Heather Feather, Vehling meticulously plans a new route each year, keeping the destinations a secret from the attendees to heighten the sense of adventure. This approach builds trust and excitement, turning the city itself into a game board for the day’s festivities.
A bridal tour of Manhattan
This year’s matrimonial marathon began on the Upper East Side at Madam Mikette’s, moving to the punk-rock dive bar Strangelove. The journey continued with an impromptu dance party in a public atrium before the group posed for their traditional photo at 53rd Street and Madison Avenue. The spectacle then went underground, as the brides boarded a 6 train, serenading commuters with the Dixie Cups’ classic “Going to the Chapel.”
After emerging at the Flatiron Building, the cohort made its way to the Chelsea bar Boxers before heading to the day’s final, and only permanent, destination: the SeaGlass Carousel in Battery Park. The whimsical, fish-themed carousel provides a magical conclusion to the day, a tradition that anchors the otherwise ever-changing event. The journey from a bar to a train to an artful carousel encapsulates the event's spirit, blending everyday city life with moments of spontaneous, shared delight.
These kinds of unique happenings have become a staple of New York’s social fabric, drawing people together for experiences that go beyond a simple night out, much like other unconventional community events in the city. The detailed planning ensures a smooth flow, allowing participants to simply immerse themselves in the ridiculousness of it all.
A bride for every style
While white was the dominant color, creativity was on full display. Participants embraced the theme with personal flair and humor, making the event a showcase of individuality. Co-producer Heather Feather, a preschool teacher and stilt walker, said she chooses a different decade to represent each year. “This gown is a little 80s influence,” she said of her attire. “I’ve done a full Victorian gown.”
First-timer Beluca Harivel, a poet, crafted a goth look from “a thrift store dress with a curtain from the house” as a veil. Artist Carri Skoczek came as Maggie Gyllenhaal’s character from ‘The Bride’ after seeing the movie. Some outfits told personal stories, like that of Stacy Benjamin, who wore the same dress from her wedding 30 years prior. “The dress lasted, the marriage did not!” she said cheerfully.
The event’s inclusivity was also on display, with many men joining the bridal party. Harmony Vehling’s husband, Joseph, has been a core participant since she began organizing. “She told me about it, and I just jumped right in,” he said, adding that he had never done drag before wearing his wife’s wedding dress for his first Brides of March. Second-time participant Ian Roberts summed up the appeal: “It’s such a spectacle. and a chance to be a bridezilla for the day.” This embrace of fashion and persona resonates with the self-expression seen throughout the city, from street style to the curated storefronts in the SoHo shopping district.
My favorite part is definitely seeing when it’s their first year and they show up, and they’re so proud of their gown and how amazing they look. A lot of people are like, ‘oh, I’ve never felt this pretty before’. The amount of people that put their trust in me and just show up in this gown and then tag along for the ride! I think that’s my favorite part.
While the Facebook page describes the day as “part performance art, part bar crawl, all chaos,” Vehling emphasizes it’s primarily a bonding experience. “I’ve got friends who don’t drink, and I wanted to make it fun for them too,” she said. The true purpose is to inject a dose of color and playfulness into a world that is “getting more and more beige and gray.”
As the brides departed Battery Park, the sense of a community strengthened by a shared, surreal experience was palpable. Jordan Heath, attending for her second time, said she enjoys “letting go, being ridiculous and doing things that society tells you not to.” With big plans already in the works for next year, Vehling is ready to once again lead her flock of brides on a new adventure through the city streets. “When planning this year, I got the idea for next year,” she says. “So, I know what we’re gonna do. I’ve already got big plans.”
