In January of 2023, the story of U.S. bride Tessa Tookes and her wedding dress search garnered widespread attention across American news outlets and social media platforms for all the wrong reasons.
After spotting her dream dress on Instagram, future bride Tessa Tookes of Brooklyn New York, traveled to a bridal shop in Ontario Canada to try the wedding gown on. Once standing on the podium in her dream dress, the boutique employees grabbed two brown-colored breast cups. The cups already built into the dress were beige, or “nude” — and free — but if she wanted the undergarments of the dress to match her skin color, she’d have to pay extra.
Feeling isolated and astounded that beige and nude color cups were for free and colored cups were not, Tessa’s fiance Joey Kirchner, took to the couple’s Tik Tok page to share the humiliating experience, garnering over 3 million views and over 709,000 comments.
That is when Justin Warshaw, CEO & Creative Director of Justin Alexander decided to step in with a video of his own, personally inviting Tessa Tookes to the Justin Alexander Headquarters in New Jersey to try on their inclusive designs, styles and keep them for free.
As a proponent of inclusivity in his bridal designs for many years, Bridal Times caught up with Justin Warshaw to get his take on the incident and what the bridal shops can learn from it.
Justin, what triggered you and the Justin Alexander Team to react to Tessa’s story?
We were surprised that there would be an additional charge for this type of customization. We can only imagine how disappointed the bride and her husband were (rightfully so) about the experience in store. We saw a problem and knew we could offer a solution, as well as offer this type of customization at no additional charge.
For those unaware, can you tell us about some options available for brides of darker complexions?
At Justin Alexander, we have an inclusive design approach, designing with every bride in mind. We offer a wide selection of skin-colored mesh and tulle options. This ensures that brides can find materials that match their individual skin tones, enhancing the inclusivity of their designs. We have a range of color options for our bust cups and illusion tulles for our brides to swap available at no additional charge.
Aside from different skin tones, what are some other ways the Justin Alexander brand has incorporated diversity and inclusivity into their wedding gowns?
Justin Alexander is committed to promoting inclusivity and diversity in the industry by creating designs that cater to different cultures, body types, and styles.
For example, in 2022 we launched the beautiful “Be You” campaign featuring a diverse group of models, including plus-size fashion influencer Kelsey Gross and Grace Strobel, a well-known model with Down syndrome. By showcasing a variety of faces and body types, Justin Alexander aims to make every bride feel seen and confident in their dream dress.
There is this misconception that plus size brides are always looking for the traditional A-line with sleeves. Yet, plus-size brides want the same fashion choices as every other bride. We encourage brides to be themselves and to show their curves in a dress they fall in love with.
Inclusivity and body positivity has always been an important aspect at Justin Alexander. Our wedding dresses are readily available for every body type, every personality and every style. Our sizes range from 0-32 and we do not upcharge for any of our sizes. This is the reason why boning is added to each style to ensure the bodice is well supported. Seaming is strategic to provide shaping and support. Fabric is intentionally layered, which not only enhances the structure and support of the gown but also adds to its aesthetic appeal.
Another way we show our commitment to promoting inclusivity and diversity in the industry is through brides themselves. We want every bride regardless of race or size to see herself in our gowns. We have updated our size chart to provide more accurate fits, which ensures that brides of all sizes can easily imagine themselves in their gowns on their special day. Justin Alexander does not add extra material charges for dresses produced in size 20 and above
How important is it for retailers to embrace the values of inclusivity in their own bridal shops?
The retailers are the ones working face to face with brides each day, they are the most influential when it comes to the bride’s dress shopping experience. By featuring diverse models in their marketing materials and showcasing a range of body types, skin tones, and backgrounds, retailers create an environment where everyone can envision themselves as part of the wedding experience. When retailers embrace inclusivity, they ensure that all couples feel welcomed and respected.
Traditionally, wedding attire has been associated with specific gender norms and body ideals. Inclusive retailers challenge these stereotypes by offering options that cater to all identities and sizes. When retailers actively promote inclusivity, they build trust with their customers. Couples appreciate businesses that recognize their uniqueness and treat them with respect and compassion.
The wedding industry plays a significant role in shaping cultural norms and expectations. By embracing inclusivity, retailers contribute to a broader movement of acceptance and equality.
Lastly, what are some steps bridal shops can make to create a more inclusive and supportive environment for their brides?
- Diverse Representation: Showcase diversity in your marketing materials. Use a variety of models of different body types, skin tones, and backgrounds. When brides see themselves represented, they feel more comfortable and confident.
- Inclusive Language: Train your staff to use inclusive language. Avoid assumptions about gender roles or traditional norms. For example, instead of saying “bride and groom,” use “couple” or “partners.” Be open to all types of love.
- Size-Inclusive Options: Offer a wide range of sizes for wedding gowns. Every bride deserves to find her dream dress, regardless of her body shape. Ensure that your inventory includes plus-size options.
- Accessible Spaces: Make your shop physically accessible. Consider wheelchair ramps, wider aisles, and seating areas for all guests. An inclusive space accommodates everyone, including those with mobility challenges.
- Cultural Sensitivity: Understand and respect different cultural traditions. Be aware of religious practices, customs, and rituals. Train your staff to be culturally sensitive and open-minded.
- LGBTQ+ Friendly: Be welcoming to same-sex couples. Use gender-neutral language and celebrate love in all its forms.
- Educate Staff: Regularly educate your staff about inclusivity, diversity, and unconscious biases.
- Collaborate with Designers: Work with designers who prioritize inclusivity. Collaborate on customizations, fabric choices, and design elements that cater to a diverse clientele.
- Celebrate Uniqueness: Embrace the idea that every bride is unique. Celebrate their individuality, whether it’s through unconventional gown choices, non-traditional accessories, or personalized touches.
We would like to thank Justin for this interview.
For further information on the brand, visit Justin Alexander