New startups are modernizing the experience of shopping for a wedding dress

The wedding dress industry is going through a wave of disruption at the hands of the modern bride, who desires convenience as well as access to the dress of her dreams—minus the hefty price tag. The following brands are democratizing the luxury wedding dress experience through the direct-to-consumer model, which is lowering the barrier to entry and allowing more brides to look and feel their best on the day they say, “I do.”


Wedding dress startup Floravere is lowering the barrier to entry for brides who want a chic wedding day look without breaking the bank. The brand’s founders launched Floravere after encountering their own frustrations during their wedding dress searches—for them, one of the most important aspects of the shopping experience was simplicity. With this in mind, the pair hired a team to design a collection of modern gowns and to create an online shopping experience that’s easy to navigate. Along with facile searchability, price was an important factor for Floravere’s founders to address. The direct-to-consumer model means that they can keep prices relatively low, with the majority of their designs retailing for under $2,000.


Anomalie is disrupting the industry through technology, allowing brides-to-be to create their own unique look for their special day. And unlike traditional wedding dress retailers—who sell unique or customized dresses at exorbitant prices—Anomalie’s customized dresses start at just $1,000. Using the brand’s online dress sketch visualizer, customers can choose the shape, cut, color, pattern, and fabric and watch as the platform’s algorithm creates a sketch of it in real time. In-house designers help to finalize the process, sending material swatches and finalizing the details to ensure customer satisfaction. And if the dress arrives and doesn’t meet the customer’s expectations, Anomalie guarantees a 100% refund.


Lace & Liberty is revolutionizing the wedding dress shopping experience with its ‘Try On At Home’ service, which provides a modern bride the ease and convenience she desires. Customers can select from a range of dresses and have them delivered directly to their home where they can try them on and send them back after three days. With the knowledge that modern youth still value the in-person shopping experience, the brand has also opened two showrooms—one in San Francisco and the other in LA—where brides can try on multiple gowns and get advice from experts. And while traditional gowns with style and personality can be prohibitively expensive, Lace & Liberty’s direct-to-consumer model keeps costs low and in the range of $1,200 to $3,500 per dress.