Brides of March Parade Brings Whimsical Wedding Celebration to San Francisco

Annual event in North Beach features hundreds of revelers in thrifted wedding gowns

Mar. 16, 2026 at 7:05pm by Ben Kaplan

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This past Saturday, March 14, saw the return of the annual Brides of March event in San Francisco's North Beach neighborhood. Between 150 and 200 participants donned thrifted or repurposed wedding gowns and paraded through the streets, celebrating with drinks, photos, and general merriment. The 26-year-old event, which started in Union Square before moving to North Beach, is a commentary on the extravagance and single-use nature of traditional wedding culture.

Why it matters

Brides of March provides a playful counterpoint to the commercialization of weddings, while also bringing a unique and quirky tradition to San Francisco's vibrant North Beach community. The event highlights the city's reputation for embracing the offbeat and unconventional, in contrast to the more corporate nature of events like SantaCon.

The details

The brides gathered in Washington Square Park before processing up Columbus Avenue, adding a touch of absurdity to the North Beach afternoon. Participants wore a wide variety of wedding gown interpretations, from formal white dresses to more creative and thrifted ensembles. After the initial march, the brides dispersed to local bars and cafes, with a critical mass ending up at Specs' Twelve Adler Museum Cafe.

  • The 26th annual Brides of March event took place on March 14, 2026.
  • The event is typically held around March 15, the Ides of March, in a playful juxtaposition with St. Patrick's Day celebrations.

The players

Jenneviere Villegas

The event organizer and a 14-time participant in the Brides of March parade.

Michele Michele

The founder of Brides of March, who started the event in 1999 after seeing a rack of used wedding dresses.

Denise Lewis

A 13-time participant in the Brides of March event, who drove 100 miles from the small town of Ukiah, California to take part.

Sandra Gumpert

A 10-time Brides of March participant who hosts a wedding dress try-on party the week before the event at her home in Alameda.

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What they’re saying

“This is about keeping San Francisco weird.”

— Jenneviere Villegas, Event organizer (sfgate.com)

“It's a commentary on the institution of marriage. We take that messaging and subvert it in a playful way.”

— Jenneviere Villegas, Event organizer (sfgate.com)

“Nothing surprises me in San Francisco.”

— Anonymous man (sfgate.com)

What’s next

The Brides of March are slated to gather again on March 13, 2027 for the event's 27th annual celebration.

The takeaway

Brides of March provides a unique and whimsical counterpoint to the commercialization of weddings, while also showcasing San Francisco's embrace of the offbeat and unconventional. The event's longevity and expansion to other cities demonstrate the enduring appeal of turning a symbol of lifelong commitment into a playful costume and community celebration.