Vera Wang and David's Bridal Reunite
A New Chapter for Vera Wang and David's Bridal
After a long period of separation, Vera Wang and David's Bridal have rekindled their partnership. This collaboration marks a significant step in the evolution of Vera Wang Bride, a premium collection of wedding gowns, bridesmaid dresses, and soon, wedding invitations and stationery. The new alliance positions David's Bridal as the global producer and retailer of this exclusive line, expanding the reach of Vera Wang's brand.
This partnership is not the first time the two have worked together. In 2010, Wang signed an exclusive licensing deal with David's Bridal for White by Vera Wang, which ended in 2020 due to the pandemic. Following that, she partnered with Pronovias in 2021 for a 10-year agreement. However, WHP Global has now announced that the Vera Wang Bride partnership will transition back to David's Bridal.
Navigating Challenges and Rebuilding
David's Bridal faced significant challenges in recent years. In 2023, the company filed for bankruptcy for the second time in five years. Fortunately, it was able to recover through a court-approved sale to Cion Investment Corp. As part of this deal, Cion invested $20 million into the company to support new initiatives and assumed certain liabilities. Despite closing 100 stores, David's Bridal managed to keep 195 stores operational.
The company has since undergone a complete transformation, with a new executive team and a shift away from solely focusing on physical retail channels. This change reflects a broader strategy to embrace digital innovation and modernize the brand.
Vera Wang's Vision and Influence
Vera Wang, who launched her high-end bridal brand in 1990, remains one of the most influential figures in the industry. Known for her cutting-edge ready-to-wear designs, she has also created wedding gowns for numerous celebrities, including Ariana Grande, Hailey Bieber, and Kim Kardashian. Her red-carpet looks have been worn by stars like Beyoncé Knowles Carter, Sydney Sweeney, and Zendaya.
Wang expressed her excitement about the new partnership, emphasizing the importance of quality, design integrity, and modernity. "The Vera Wang Bride is intended to reflect a certain sense of style," she said. "From my experience at American Vogue to my time at Ralph Lauren, I am looking forward to reaching a new generation of brides in this streamlined and technologically driven world."
Expanding the Brand Experience
The Vera Wang Bride wedding gowns will range from $2,000 to $6,000, while special occasion wear will be priced between $200 and $1,500. For those seeking more luxurious options, Wang's Haute Couture wedding gowns will retail from $6,000 to $30,000.
Wang also highlighted her desire to create designs that embrace the codes of her brand, particularly in the category of wedding attendants. She emphasized the sensuality, charm, and sophistication that define her red-carpet work and her personal approach to formal dressing.
Starting in 2026, David's Bridal will oversee the full production of the Vera Wang Bride bridal collection. This move will allow the brand to combine Wang's signature style with David's vertically integrated design and manufacturing network. Every step of the process, from sketch to final stitch, will be handled in-house to ensure quality, consistency, and speed.
A Strategic Vision for the Future
Kelly Cook, CEO of David's Bridal, praised Vera Wang's visionary approach and creative focus. "Vera is one of the most influential couture designers of our time," she said. "Her ability to balance fashion duality - intensely sensual artistry with rock 'n' roll edge - parallels David's new strategic vision as we innovate, modernize, and reimagine our brand."
As part of David's "Aisle to Algorithm" transformation, the partnership will introduce Vera Wang Bride x Pearl Couture, a couture edition of its AI wedding planning tool. This initiative will provide high-end wedding planners and their brides access to custom Vera Wang Bride themed planning dashboards, invitations, wedding websites, and curated vendor recommendations.
To celebrate the partnership, David's is reissuing a capsule of archival Vera Wang White gowns under the Vera Wang Bride label. These made-to-order "modern vintage" designs will be available for preorder on davidsbridal.com for the first time in over a decade.
Expanding the Vera Wang Brand
Vera Wang's influence extends beyond weddings. She has a significant licensing business in various lifestyle and bridal categories, including Vera Wang Jewelry, Black by Vera Wang, Vera Wang Love fragrance, Vera Wang Home decor, Vera Wang Home (bedding and bath), and Vera Wang Party. These products are available through partnerships with major retailers such as Signet Jared & Zales, Men's Warehouse, Coty, Wedgwood, Revman, and Royal Wine.
WHP Global acquired the intellectual property of the Vera Wang fashion brand in December 2024. The company's portfolio includes over 12 brands across fashion, sports, and hard goods, generating more than $7 billion in annual retail sales across over 80 countries.
David's Bridal currently operates more than 190 stores across the U.S., Canada, and franchise locations in Mexico. With this renewed partnership, the brand is poised to reach new heights and continue its legacy of excellence in the bridal industry.
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