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The simplest answer is this, think of it as being an offshoot of cocktail attire with an extra holiday touch in terms of color or some playfulness thats incorporated into your outfit such as wearing tartan which has been an established alternative when it comes to holiday wear since at least the middle of the 20th century

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Sure, black is still closely associated with the colour you wear to a funeral, but that's not its only association and wearing black to a wedding is now a big yes

In 2004, Aniston wore a floor-length black gown with a deep V-neck and statement buckle detail to attend the Golden Globes