Is there anything more millennial than the ‘brunch wedding’ trend?

People are obsessed with brunch.

They love discussing brunch, inviting each other to brunch, Intagramming their brunch and then boasting to people the next day that about how impromptu their brunch plans were. Brunch, to Londoners, is a way of life.

So it was only a matter of time until someone incorporated everyone’s favourite portmanteau into the most important day of their life.

Enter: brunch weddings.

The idea has been picked up by everyone’s go-to source for wedding inspiration, Pinterest, in its 2017 wedding report.

The social network reports that the term ‘brunch wedding’ has had a 35 per cent increase in search over the past year, with brides-to-be pinning brunch recipe ideas at a steadily growing rate.

The idea is as simple as having your reception earlier in the day - usually between the hours of 11am and 2pm.

The benefits of doing this are numerous - your booze costs will be much cheaper than an evening affair, you won’t have to fork out for a band and it gives you an excuse to serve Instagram-friendly dishes that will look absurdly attractive in your wedding photos.

“Daytime weddings with brunch-themed menus are on the rise,” Pinterest says. “Blame it on the doughnuts, or perhaps because day time weddings tend to be less expensive.”

Having your guests flop over a three course dinner at 7pm after a solid day of drinking prosecco on the lawn is no longer the done thing - nor is getting carried out of your own wedding after enduring bottomless champagne top-ups all afternoon.

These days, Millennials would rather commit to throwing an early A.M affair that sees the whole event wrapped up by mid-afternoon so they can jet off to their honeymoon with a clear head, a clear conscience and no fears of a stonking hangover the next day.

If you’re one of the first few ‘brunch wedding’ attendees here in London, we know what you are probably thinking - "Will I ever witness anything more millennial than a brunch wedding?", "Am I in an episode of Girls?", "Can I round everyone up afterwards to go to the pub?"

But don’t be too cynical, because the upside of these remarkably wholesome affairs is that it does give you an excuse to try all kinds of delicious brunch-wedding hybrid foods. There are waffle wedding cakes, doughnut towers, juice bars, and breakfast buffet stations with smashed avo, maple bacon and egg cups. And of course, copious amounts of delicious coffee.

Luckily, most couples put on a few dozen bottles of champagne too, to keep guests who have to bump into failed Tinder dates, ex-boyfriends and annoying in-laws pleasantly tipsy.

Yes the idea may be loathsomely self-aware, but let’s face it - we all love a bit of brunch, and if it means there won’t be photographic evidence of you getting on stage to perform Billy Ocean to the rest of the wedding party, well, that’s a bonus too.