Nowadays, longtime bride Jenneviere Villegas runs the event in San Francisco; she helped out several years before taking the reins in 2024. For Villegas, there’s nothing more wonderful, ridiculous, and uniquely our city than a huge throng of tacky dresses wandering San Francisco streets.

“The spectacle of dozens or even hundreds of people traipsing around the city, making people smile, holding random bouquet tosses or busting into singing ‘Going to the Chapel’ is that special brand of San Francisco weirdness that is a heartbeat that runs through this city, and it’s amazing to be a part of carrying that tradition on,” Villegas said.

The Cacophony Society, self-described as “a randomly gathered network of free spirits united in the pursuit of experiences beyond the pale of mainstream society,” was established in San Francisco in 1986. Michele teamed with the organization to launch the Brides of March, which is now widely celebrated in cities like New York, Seattle, Sacramento, Austin, Las Vegas, Reno, Phoenix, Tucson, Boulder, and Toronto.

Keep an eye out on or around March 15th each year, and you just may catch the next sensational bridal showcase.