13:02, January 07 77 0

2019-01-07 13:02:07

 

America’s biggest bridal chain launches new ad campaign targeted at ‘nontraditional’ couples

America’s biggest bridal chain has a new ad that features a lesbian wedding.

David’s Bridal, which has 300 stores in 45 states, Canada, and the UK, has a new, inclusive ad.

The ad shows scenes from several weddings that wouldn’t have been shown in bridal ads several decades ago. One couple is getting married in a forest, another appears to already have a child at the wedding, and one couple is an interracial lesbian couple.

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“We wanted to make sure this spot represented what we see from brides today,” said a company spokesperson. “We value every type of bride.”

The ad will appear on TV and online.

Related: ‘Say Yes to the Dress’ welcomes trans woman of color & her fiancé

David’s Bridal filed for Chapter 11 bankruptcy last year, but they say they’re trying to stay in business.

The wedding dress business is getting harder because people are waiting longer to get married, more women are getting married in something other than a traditional white dress, and people who want a wedding dress are spending less on them than in the past, according to USA Today.

Getting in on the market for weddings that may involve two dresses is both the right thing to do and good business.

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