This article examines the recent transformation of marriage rituals in Turkey from the perspective of young brides. Based on ethnographic research conducted in Istanbul and Bursa in 2017–19, it discusses how young women construct their marital imaginaries through extravagant ceremonies and festivities such as proposals, photographs, henna nights, and weddings. Drawing from the theory of ritual economy, the article argues that their gendered desire for lavish spending does not position brides as victims of either traditional Turkish customs or the consumer market. Rather, the article emphasizes young women’s aspirations to romance and a sense of uniqueness, and their desire to feel as if they are “living a fairy tale.” These bridal imaginaries reflect the rise of neoliberal individualism, upward social mobility, and status-seeking in Bourdieu’s sense. The article’s findings contribute to the hitherto limited scholarship on changing marriage rituals and the wedding industry in Turkey.
