Not all women marry in white, of course. My mother wore deep orange-rust velvet for her September wedding long ago. Nor has white always been traditional for European and American bridal gowns. That started after 1840, when Queen Victoria’s white wedding gown set a new fashion among the wealthy.
White was a color of conspicuous consumption because it was so hard to clean. (Nothing to do with purity or innocence.) Until well into the twentieth century, even the elites expected to wear their gowns again for other occasions. Most brides simply wore their best dress, which might or might not be new. The single-use white wedding gown did not become widespread until after World War II.
Traditions are customs, beliefs, or practices passed down through generations. In wedding fashion as in more important spheres, they’re not to be confused with eternal truth or the way things were always done.
I'm a historian who writes novels and literary nonfiction. My home base is Madison, Wisconsin.