Watters Debuts Its New, Millennial-Focused Wedding and Bridesmaid Dress Brand

Watters has yet another revamp, and we’re so here for it. The company kicked off its newest venture into e-commerce earlier this week, bringing the sophistication and creativity of its wedding gowns and bridesmaids dresses directly to customers.

“Our mission has always been to provide our brides with luxurious products that are accessible to everyone, so this latest venture seemed only natural for us,” Watters’ founder, Vatana Watters, says in a press release.

Along with its digital launch, the company is welcoming a new brand to its portfolio called By Watters. Watters previously had three collections known as Watters, Wtoo and Willowby. Exclusive wedding looks from the By Watters collection are priced at $250 and above. These ready-to-wear gowns are perfect for brides looking to save money without skimping on style. According to the release, each By Watters dress is tailored with limited construction from fabrics so as to provide an easy fit and comfort.

The idea for By Watters came about as a reaction to today’s millennial brides and their desire for more easy-going wedding planning, Sydney Watters Dunbar, Watters’ Style Director, says in a statement.

“Wedding day shopping can be daunting for some, so we are thrilled to offer our Watters girls a stress-free experience,” she says. By ordering By Watters gowns online, brides can eliminate the four to six month waiting period that usually accompanies any wedding gown purchase.

Designs include a sleek, figure-hugging, long-sleeve, floor-length lace gown with a low back; a more sexy, casual bohemian gown with flowing sleeves and a plunging neckline; a clean, minimalist white sheath gown with a tie back and long, flowy train.

Bridesmaids will also find a whole smorgasbord of offerings on the new Watters website, including 11 dress from Wtoo by Watters, with popular styles available in hues like Biscotti, Sage, and Evergreen.

Much of the site’s redesign was due in large part to Dunbar, who is the brand founder’s 24-year-old daughter, and who is eager to make Watters accessible to millennial brides. See the other looks below.

Secure your ideal wedding vision by starting with The Knot’s Style Quiz, here.