• by Sarah Mahoney , 3 hours ago

Think of it as a corporate vow renewal. Vera Wang, a company known for some famously high-end wedding dresses, and David’s Bridal, best known as the budget-friendly giant of bridal retail, wound down a 10-year partnership in 2020. That “conscious uncoupling,” as the kids like to say, came as the pandemic rocked the marriage market, creating years-long hiccups and disruptions in America’s $60 billion wedding industrial complex.

The ensuing years weren’t easy. David’s Bridal filed for bankruptcy in 2023, its second in five years, and emerged with close to 200 stores, a $20 million investment, and plenty of debt. And after 35 years, designer Vera Wang sold her company to WHP Global, a brand management company best known for rescuing distressed fashion names like Express, Anne Klein and Isaac Mizrahi, last year.

David’s Bridal broke the news via LinkedIn and says the new creations, in partnership with Vera Wang and WHP Global, will be sold as Vera Wang Bride, available next year. The premium collection of gowns, bridesmaid dresses, stationery, and invitations, all designed, produced, and made accessible through David’s retail and digital platforms, will also introduce Vera Wang Bride x Pearl Couture, a couture edition of our AI-powered Pearl Planner, tailored for luxury weddings.

Women’s Wear Daily reports that Vera Wang’s subsequent partnership with Barcelona-based Pronovias Group, also a 10-year deal, will transition to David’s Bridal. Those gowns typically sold for about 60% less than the designer’s higher-end dresses.

The announcement comes as David’s, based in King of Prussia, Pennsylvania, is ramping up its tech age, recently introducing AI tools to ease wedding planning, as well as extending its media network and vertically integrated production. It’s also working hard to boost its cultural relevance, and recently introduced David’s Bridal X Labubu, offering custom Labubu doll outfits handcrafted to mirror the bride’s big-day look.