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Finally, You Can Shop for a Wedding Dress Without All the Fuss

Introducing Floravere, the made-to-order wedding dress line that is giving the wedding industry the direct-to-consumer makeover it needs.


By Macaela Mackenzie, Allure
 
Most of us have been brought up on some version of the whole say-yes-to-the-dress (or else) fantasy. But it doesn’t exactly work that way for many modern brides. First, there’s the whole champagne-soaked idea of boutique hopping with all your girls. (We can’t remember the last time we could find enough time in our calendars to hit the mall for some low-key style hunting with our BFF, let alone coordinate schedules for the entire squad—plus your mom and your future sister-in-law—who, more likely than not, don’t live in the same city.) Even if you can get all of your people in the same place at the same time, a lot of brides find the boutique experience somewhat...underwhelming.

[post_ads]It makes perfect sense when you consider the retail world we’ve gotten used to—namely, that of e-commerce. At this stage in the shopping life cycle, we’re used to having an endless array of options available to us in a single tap. The item you want isn’t available in your size? No worries. It’s not found in your city, state, or even country? Hello, international shipping. And with most retailers providing free returns or even sending multiple sizes to ensure a perfect fit, sweating over the fact that you can never remember your exact measurements when you hit purchase is largely a nonissue. Considering many women dub the wedding dress one of the most important garments they’ll ever wear, do we fall back on outdated methods of buying, paying brick-and-mortar upcharges, and settling for a slim selection?The answer is pretty simple: No one has really given the wedding industry the direct-to-consumer treatment that’s catapulted brands like Glossier and Everlane to a strata of cult obsession. Yet.


That’s where Floravere comes in—a direct-to-consumer bridal brand that’s writing a totally new bridal fantasy for the modern bride. Sort of like Rent the Runway, Floravere lets you try on a few different styles in the privacy of your own home. The genius is in the Bridal Box, which includes a measuring tape, dress clips, three sample dresses you can select from their collections and fun goodies in case you decide you do want to clear your schedule and convene the squad.
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The selection, while not exactly endless, is no joke. Each gown is modeled after a timeless heroine: There’s an H. Golightly with a crisp and decadent pleated skirt, an E. Bennet with lace sleeves fit to make anyone by the name of Darcy swoon, a J. Capulet with to-die-for, off-the-shoulder draping, and even an R. Gilmore with blush embroidery that looks good enough to be worn sans groom. Floravere has even done the modern bride a solid when it comes to sizing. Typically the bridal industry considers their sole sample size to be a 12, leaving the majority of us either squeezing into or swimming in gowns while we shop. Floravere has two size brackets to choose from when you try on the dresses, so you’ll be able to get a more accurate picture of what your custom creation will look like.

In short, it’s the entire bridal experience buffed up for the modern bride and then delivered right to your door. Remind us why we’ve ever shopped any other way?

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Lifestyle Magazine: Finally, You Can Shop for a Wedding Dress Without All the Fuss
Finally, You Can Shop for a Wedding Dress Without All the Fuss
Introducing Floravere, the made-to-order wedding dress line that is giving the wedding industry the direct-to-consumer makeover it needs.
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