NEW YORK — Zac Posen will soon be giving brides a whirl with a wedding gown and social occasion collection exclusive to David’s Bridal.

This story first appeared in the June 14, 2013 issue of WWD. Subscribe Today.

The partnership marks the designer’s debut in dressing brides, though he has occasionally designed dresses for select friends like Coco Rocha. The Truly Zac Posen label will make its debut in 50 of David’s Bridal’s 307 stores and online in February. The retail chain plans to roll out the collection to 100 stores by the end of this year, according to Catalina Maddox, executive vice president of merchandising.

This week’s news marks the retailer’s first major announcement since former Gap Inc. executive Pamela B. Wallack was named chief executive officer of David’s Bridal last month. “We brainstormed for several months because we had a very successful launch with Vera [Wang’s White by Vera Wang label]. As always, we were looking for what’s next. We were talking about dramatic red-carpet movie-star kind of looks, and Zac came to mind,” Maddox said.

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While six wedding dresses will initially be offered in ivory, with a touch of portobello, the five limited-edition social occasion dresses will be available in neutral and seasonal colors. Bridal gowns will retail from $850 to $1,350 and social occasion dresses will range from $195 to $225. Each collection will be later be rounded out to have about 10 styles.

Posen is the latest to join the designer ranks at David’s Bridal where White by Vera Wang and Oleg Cassini are already being sold. In the 12 years since he funded his company House of Z, the designer has developed various collections under the Zac Posen, Zac Zac Posen and Z Spoke Zac Posen labels, including women’s ready-to-wear, furs, handbags, accessories and eyewear.

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