Weddington Way adds new tulle collection including separates

By

Cassidy Mantor

Published
Nov 1, 2017

Gap Inc.'s digital-first bridesmaid and special occasion dress brand Weddington Way has announced the addition of a new tulle line.

The new nine piece collection includes dresses featuring pearl overlays, flutter sleeves and two-tone colors. It is also the first time Weddington Way has offered separates with the highlight piece being a tulle skirt. The colors follow bridal trends to include cabernet, blush, dusty blue, and champagne-ivory.

Martha Tinker, Head of Merchandising at Weddington Way, said that customer preference guided the new collection. She gave an example that customers "wanted to see dresses with sleeves, so we took that feedback and designed a dress to meet that need."

Tinker said each piece is designed in the new collection so that customers "find something they are looking for, or are surprised by something they didn’t even know they wanted."

Weddington Way began in 2012 as a platform where millennial brides and their friends could design a virtual showroom with dresses and create a personalized shopping experience for the whole bridal party. The company was purchased by Gap Inc. in 2016 and has since opened ten shop locations within Banana Republic stores.

Ilana Stern, Founder and General Manager of Weddington Way said, "This year we opened Weddington Way shops across the country, and these shops have added an additional point of connection between our team and customers." The brick and mortar stores helped the brand develop the new tulle line. Stern said the shops will continue to help the design process evolve by listening to the consumer in person.

The new tulle collection is available for pre-order on Weddington Way's e-commerce site. It will launch in the ten stores across the country on November 15th.