Short answer
You can ask, but keep it gentle and optional. A suggested colour palette, such as earth tones or pastels, is fine. Avoid demanding a specific outfit. Guests should feel comfortable, and some may not have suitable clothes. Always allow flexibility.
Asking guests to wear certain colours is becoming more common, but it needs care. A polite note on your wedding website or invitation can say, "We would love guests to wear shades of green or navy if possible." That gives people direction without pressure. Some guests will enjoy the theme, others will not have the right outfit or budget to buy one. Make it clear that any colour is welcome.
If you want a cohesive look for photographs, focus on the bridal party and immediate family, not every guest. You can also suggest a neutral base, like "smart casual in muted tones," which is easier to follow. Avoid asking for all-white or all-black, as those can cause confusion or discomfort.
Remember that guests are there to celebrate you, not to be part of the décor. Their comfort matters. If you do set a colour request, give plenty of notice, at least three months, so people can plan. And never penalise anyone who cannot follow it. A warm welcome matters more than a perfect palette.
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