Brides are finally ditching the sweetheart neckline

• Sweetheart necklines have been a staple in the bridal industry.
• But alternatives like scooped and square necklines have gained popularity. 
• Designer Justin Alexander Warshaw told Insider the trend stems from brides wanting to stand out.

If you've seen even one episode of "Say Yes to the Dress," you likely watched a bride tell her consultant she wanted a sweetheart neckline.

The heart-shaped detail has been a go-to feature of wedding gowns for years, particularly on strapless dresses.

Justin Alexander Warshaw, the CEO and creative director of the Justin Alexander Group, told Insider that's because the sweetheart neckline is universally flattering. But, according to the designer, the trend is finally starting to go out of style.

Sweetheart necklines were the standard for wedding gowns for years

Warshaw told Insider that brides weren't interested in alternatives to the sweetheart look for years.

"For a long time, when we would introduce a straight, strapless neckline or a scooped, strapless neckline, brides were like, 'Wait, no, I want sweetheart because it's plunging and it elongates my body,'" Warshaw said.

But because of how popular they are, sweetheart necklines have become overdone, with countless wedding dresses looking the same because of the feature, according to Warshaw.

"It becomes so similar when you're forced to be designing the same thing over and over," he said.

Sweetheart necklines will always exist in bridal couture, but styles are getting more varied to Warshaw's delight.

Brides are embracing new necklines

In recent years, brides have been gravitating toward square shapes, rounded necklines, or gowns with architectural detailing.

"I think brides want to find an individualized dress that really matches their personality and is an expression of themselves instead of looking like their friends all the time," Warshaw told Insider of the change. "There's been a move toward more personalization in the market in general."

"I think it lends itself to a diverse collection where a bride can really find something that elevates them or speaks to them in a special way," he added. "Scoop necklines or necklines that are not sweetheart, unique sleeves, and unique details have really helped us stand out."

For instance, Warshaw's latest collection with Justin Alexander Signature includes gowns like the Amani, which has a scooped neckline, as well as square-neckline dresses like the Dabira.

Meanwhile, gowns like the Taraja, which has a softer heart-shaped neckline and off-the-shoulder sleeves, offer an updated take on the classic sweetheart trend.

However, if you love a gown with a traditional sweetheart neckline, don't feel like you shouldn't get it just because it's a popular style. In fact, Warshaw advised brides to try not to shut themselves off to any style before actually trying on gowns.

"A lot of brides come in with a preconception of what they think they'll look good in and what they want," he said. "Try on some things that you might not think you'll like because you might love them."