YES TO THE DRESS: Revolve wants to be Millennials’ answer for what to do on the big day.
The Cerritos, Calif.-based e-tailer, which said last week it acquired Alliance Apparel Group of Los Angeles, shared new details with WWD about its first foray into the weddings business. It’s set to launch on its site Wednesday a dedicated bridal section, called The Wedding Shop.
The shop launches with seven bridal gowns, including an exclusive style done in conjunction with For Love & Lemons. Other offerings for brides include pieces from Needle & Thread, Halston Heritage and Alexis, among others.
Special occasion dresses for bridesmaids and wedding guests can also be found in The Wedding Shop and include styles from Stone Cold Fox, Alice + Olivia and Lovers + Friends, the line Revolve now owns as a result of its purchase of Alliance.
The e-tailer, projected to bring in sales of about $400 million this year, tapped actress Jamie Chung to document the experience planning her own wedding via a video series. The first video launches April 11.