Aiming to connect more with the modern bride, bridal retailer David's Bridal has announced the launch of the Little White Dress Boutique, a new collection from their exclusive DB Studio brand. The new collection of ready-to-wear dresses focuses on casual styles that can be worn by brides at wedding events like bridal showers and rehearsal dinners, as well as during the more casual "minimonies,"—small scale and sometimes backyard wedding ceremonies—taking place at a higher rate during the Covid-19 pandemic.
Focused on offering uniqueness and versatility, the collection includes a variety of lengths and alternative silhouettes, fabrics, contrast lining colors, special hemline details, and diverse sleeve options, David's Bridal said. Prices begin at $90. "A key focus for us this year has been on reimagining our brand architecture and exploring niche opportunities to expand our product offering to our customers," said Nancy Viall, chief merchandising officer at David's Bridal.
"We are seeing many brides opt for smaller, more intimate and casual weddings. The intricate details and versatility of this collection are as unique as each one of our brides. We have carefully curated this Little White Dress boutique to help brides find the perfect wedding wardrobe for all event types."
The collection will be carried in David's Bridal's over 300 brick-and-mortar stores, and online with select styles available to view in 3D and augmented reality.
The collection's launch marks the latest move in David's Bridal's transformation plan, which has also included the launch of the brand's 'Diamond' loyalty program; the asset acquisition of Rustic Wedding Chic, an online platform focused on wedding planning, in October of 2020; the launch of 3D and AR technologies on their website; and its partnership with buy now-pay later payment option Affirm launched in August, among others.