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TIME
METROSEXUAL MATRIMONY
When modern men prepare to wed, many wax, tan and help plan. Here come the "groomzillas"
by Jeremy Caplan
BY THE TIME PASQUALE PIGNATELLI visited luxury clothier Hickey Freeman for the final fitting
of an $1,800 custom-made worsted-wool suit, he had devoted as much time perfecting his
wedding outfit as his fiancee; had spent selecting her bridal gown.
The "bridezillas" who pay assiduous attention to nuptial details haven't disappeared. But
increasingly they're joined at the altar by "groomzillas," who care just as much about the
particulars of the big day.
The fact that couples are marrying later means that more brides are in established careers
that leave less time for wedding planning. Not only are many women too busy to manage all
the details themselves, but as cultural expectations about gender roles have shifted,
ubiquitous TV images of chivalrous would-be grooms - on shows like The Bachelor, A Wedding
Story and Perfect Proposal - have helped redefine the groom's tasks. According to NPD Research,
a New York-based marketing firm, 80% of men are now active co-partners in the wedding-planning
process. "I've had grooms call me five or six times a day about details months before their
wedding," says Los Angeles wedding planner Julie Pryor. "I'm finding that grooms are hiring me
more often too."
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