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THE LONG AND SHORT OF IT: Brideside, the e-commerce site founded in 2012 that provides a conciergelike service to wedding parties, is growing. The company has launched its first exclusive designer collaboration for fall 2016: a collection of bridesmaid dresses with designer Kelly Faetanini called Altar Ego, set to debut today on Faetanini’s runway in New York for bridal fashion week. The line, notable for its versatility, offers six cocktail dresses and four long skirts meant to be convertible, giving bridesmaids multiple ways to wear each look.

Additionally, the Web site has secured $1.5 million in seed round funding, with participation from investors including Rob Chesney, the chief operating officer of Trunk Club; Genevieve Thiers, founder of SitterCity, and the team behind DreamIt Ventures.

With Brideside, founders Nicole Staple and Sonali Lamba aim to personalize the online shopping experience as it pertains to the bridal market. The online platform pairs a team of consultants with each wedding party to help them navigate over 800 dress styles and accessories from global designers and also provides a complimentary home try-on service. Having recently opened a studio in Chicago with multiple fitting rooms, expanded its team and launched men’s accessories, the additional funds will allow the company to grow further by expanding their brand and category assortments.

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