In an unprecedented move, designers Jordan Bowen and Luca Marchetto turned their Milan Fashion Week runway into a wedding venue. The couple, founders of the brand JordanLuca, exchanged vows in front of astonished guests during their fall/winter 2025 collection showcase. This unique event highlighted their innovative approach to both fashion and life, making it a memorable moment for everyone present.

Details of the Unforgettable Event

In the heart of Milan's vibrant fashion scene, on Saturday, January 18th, Jordan Bowen and Luca Marchetto, creators of the eponymous label JordanLuca, decided to make history. After meeting in London back in 2011, they embarked on a journey that led them to establish their brand in 2018. For this special occasion, they transformed the traditional runway finale into a wedding ceremony, replacing the usual bows with a heartfelt exchange of vows.

The stage was set with a pink curtain and floral decorations, creating an intimate yet grand atmosphere. Arabella, the officiant, welcomed the audience and emphasized the uniqueness of the event. She remarked on how this spectacle would be unlike anything the attendees had ever experienced before. Bowen and Marchetto walked hand in hand down the aisle, symbolizing not just the end of their fashion show but the beginning of a new chapter in their lives.

The couple shared personal vows, reflecting on their beliefs about love and marriage. Despite some skepticism towards traditional marital institutions, they chose to celebrate their relationship publicly. Following the ceremony, they cut a massive tiered cake adorned with 3D-printed figurines of themselves, surrounded by their models who joined in the celebration.

Bowen explained to British Vogue that planning the wedding felt organic, though there were discussions about timing. Ultimately, fashion took precedence, leading to the decision to hold the ceremony at the conclusion of the show.

Their unconventional choice to marry on the runway underscores their commitment to challenging norms and pushing boundaries. It serves as a powerful reminder that love can be expressed in many forms, and sometimes, the most unexpected moments become the most cherished.

From a journalist's perspective, this event highlights the importance of authenticity in both fashion and personal relationships. By blending their professional and personal milestones, Bowen and Marchetto have set a new standard for what it means to live authentically. Their willingness to challenge conventions invites others to rethink traditional practices and embrace creativity in all aspects of life.