Anthropologie-owned bridal boutique BHLDN is branching out when it comes to sizing.
The label popular with millennial to-be-weds announced Monday its latest foray into inclusive sizing, with a new collection of 30 bridal and 20 bridesmaid gowns, available in sizes 0-26W.
The Phildadelphia-based wedding brand’s Plus collection offers a curated assortment of varied silhouettes from designers like Watters, Nouvelle Amsale, Jenny Yoo, Amy Kuschel, Theia, Tadashi Shoji, Adrianna Papell, and Hayley Paige, who launched her debut collection with BHLDN in July. All Plus selections are available on BHLDN.com, as well as in 10 of the company’s stores in major markets across the country.
“With the launch our inclusive size collection, we are excited to celebrate every bride, at every size,” Lori Conley, BHLDN’s general merchandise manager, said in a statement. “We want our brides and their bridal parties to feel beautiful and confident, which starts with a shopping experience that exceeds expectations.”
Design elements like neckline and sleeve shapes, waist drops and unique detailing were all crafted with the plus-size customer in mind, she said. “Before going into production, each BHLDN Plus gown is fitted in-house on a true plus-size fit model, who can move, sit, stand, and spin in the dress to tell us what she likes and doesn’t like.”
The decision to bring the line to stores will allow all brides to have the same personalized, one-on-one shopping experience. “It’s not enough to simply order a gown in your size, especially if you’re a plus-size bride-to-be,” said Conley. “We want all brides to have the magic moment of trying on a gown in-store and falling in love.”
While the shopping and apparel rental experience is quickly becoming more size inclusive, bridal dressing remains a pain point for many plus-size shoppers. A 2019 study by The Knot revealed that half of brides-to-be who wear sizes 12-32 reported feeling anxious before shopping for their wedding dresses, compared with 46 percent of shoppers between size 0-10.