While wedding planning is filled with happy moments, one particular activity can cause negative feelings for some brides: wedding dress shopping. According to The Knot 2019 Fashion Study for Size Inclusivity, brides size 12 and above often face feelings of anxiety and self-consciousness during their dress appointments. But that’s about to change, as David’s Bridal announced it is no longer charging more for plus size wedding dresses.
Typically, plus size wedding dresses can be more expensive because manufacturers charge for extra fabric, beading and lace. “On average, the up charge for a plus size wedding gown is nearly 15 percent, and we do not believe that a woman’s size should determine how much she pays,” said Jim Marcum, CEO of David’s Bridal, in a press statement. “Since I started at David’s Bridal just over four months ago, I have made it my number one priority to serve all brides, making it our mission to remind every bride that she is beautiful.”
The major retailer is implementing this new policy for all bridal and bridesmaids’ gowns as well. This means all to-be-weds and their crew will pay the same price for the same style, regardless of the size. “The decision was born out of continually and relentlessly focusing on our customer and making her moments magical,” Kelly Cook, chief marketing officer for David’s Bridal, tells The Knot. “Our customers told us that there’s only one size: beautiful—and they are exactly right.” Of course, David’s Bridal has established itself as a size-inclusive brand by providing a wide range of sizes (0 through 30W) and stocking multiple sizes in every store. But this new push for price parity—or eliminating the mark up on plus size clothing— is another huge step forward for the wedding dress industry.
This new initiative will make wedding dress shopping a much more inclusive experience, as a recent study in the International Journal of Fashion, Design, Technology and Education found that the average size of an American woman is between 16 and 18—yet many retail brands are still charging more for plus-size clothing. Seeing this trend, David’s Bridal felt it was time to make a change. “Size inclusion has always been one of our top priorities, and this change felt overdue,” Marcum said.
The store hopes that the introduction of this price parity will inspire other brands and retailers to make a change as well. Until then, nearlyweds and their day-of crew can find an extensive collection of gowns in different colors, silhouettes and sizes at David’s Bridal—but all for the same price. See some of our favorite options, below.
David’s Bridal embellished lace corset plus size wedding dress, $1,300, DavidsBridal.com
David’s Bridal floral illusion plus size bodysuit wedding dress, $1,300, DavidsBridal.com
David’s Bridal soft lace low back style plus size wedding dress, $500, DavidsBridal.com
David’s Bridal off-the-shoulder plus size a-line wedding dress, $1,400, DavidsBridal.com
David’s Bridal floral plus size wedding dress with swag sleeves, $1,400, DavidsBridal.com
David’s Bridal sheer lace and tulle plus size wedding dress, $1,100, DavidsBridal.com
David’s Bridal jersey high neck dress with crystal straps, $120, DavidsBridal.com
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