Hasta La Creative!

On the heels of its Chapter 11 bankruptcy filing late last year, David’s Bridal is saying “I do” to more diversity in its marketing with its first ad featuring a same-sex couple. This week, the Conshohocken, Penn.-based retailer is debuting a campaign emphasizing non-traditional brides, such as female couples, or brides who are already mothers. The idea of “rewriting the rules” will help the brand communicate its offerings to all types of brides, according to Liz Crystal, who has been chief marketing officer at the brand for one year.

“We wanted to make sure this spot represented what we see from brides today,” says Crystal, noting that in the past, ads have been more focused on the dresses and the store experience and less on the betrothed. “We value every type of bride.”

David’s Bridal is far from the first to promote a more inclusive look at relationships in its marketing. In 2015, marketers including Kohl’s, Tiffany & Co. and Wells Fargo all featured same-sex couples in their work; more recently, Zales did so in 2016.

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