Lulus has heard you, which is why the millennial-beloved brand is now making pieces for brides, bridesmaids and wedding guests of all sizes. Fifty percent of women between sizes 12 to 32 said they experienced anxiousness even before stepping into a bridal boutique, according to The Knot 2019 Fashion Study for Size Inclusivity, and trying on gowns created an even greater sense of discouragement. Brides sizes 12 and up replied that they were twice as likely to feel self-conscious about the shopping experience than those sizes 0 to 10.
Lulus, like other key brands, is combatting this sentiment in 2020, starting with expanded sizing in its retail offerings. The e-commerce brand’s latest collection will feature over 50 styles from sizes XXS to a 3X—and all in time for your spring and summer weddings. “Not every bride is the same size,” Colleen Winter, CEO and co-founder of Lulus, tells The Knot. “Our goal with this collection is to make sure all of our bridal customers feel confident and beautiful on their special day. We’re thrilled to be introducing inclusive sizing in bridal, which is one of our most popular categories today.”
The Lulus consumer is described as a twenty-something female who likes to shop more than the average consumer. Since she’s grown alongside the brand, she’s also provided key feedback with increased purchasing experience. Now, the Lulus lady is a Lulus bride or bridesmaid, so the stakes have grown. Whether it be a form-fitting dress for the rehearsal dinner, a cute jumpsuit for the bachelorette weekend or the actual wedding gown itself, she is demanding more sizes and styles from her bookmarked shopping site.
“Our customers have been interested in extended sizing for quite some time,” Winter says. “Which is why we’ve designed our latest bridal collection to deliver exactly what they want… Our belief is in the power of customer feedback [via social media, online reviews and surveys] and it’s what gives us a cutting edge. Plus, it helps us evolve and improve our entire shopping experience.”
The team also discovered that its customers wanted access to a range of palettes that are hip and timely—in addition to new size options and silhouettes. (Think beyond perennial bridesmaid dress favorite dusty rose, which is still a favorable option.) Instead, brides are seeking 2020 replacements like a muted mint or a muted oceanic blue, and Lulus produces most of its own colors. “For 2020, we’re introducing several new colors inspired by the California coast, ranging from sage brush to gardenia, and sandstone to ice blue,” says Winter. “These colors were chosen to complement the mainstays of our signature collection, which includes navy, slate blue, burgundy, blush, and emerald green.”
With its latest expansion, Lulus is offering one bride a chance to win a plush $5,000 shopping spree on its site. Considering some wedding dresses are sold at less than $100, think about how elevated your actual wedding event closet will look compared to all the other options. (Plus, if you’re the chosen bride, you could easily front the bill for your bridesmaids too.) If you don’t win, Lulus’ latest collection will drop in February on its site.
Lulus isn’t the only brand to join the conversation of body diversity. David’s Bridal, Birdy Grey and Pronovias all announced expanded sizing options and price parity for plus-sizes in the last month alone, with the latter bridal designer debuting its own capsule with Ashley Graham to kick off 2020. “When shopping for my dress, I had limited time and in-store options, which made it difficult to find that perfect dress,” Graham told us in an interview. “I wanted something classic that would flatter and celebrate my body, but shopping for wedding gowns off-the-rack isn’t always easy for curvy girls.”
Curvy girls being the majority in the U.S. “Sixty-seven percent of American women wear a size 14 or above,” Birdy Grey CEO Grace Lee added. “And it’s important that bridesmaids of all shapes and sizes have access to our products. We developed the Curve Collection based on feedback from our customers who felt our current size grading was lacking.”
See more from the Lulus collection below.