Net-a-Porter Hears Those Wedding Bells Ring

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Would you buy a wedding dress online? Net-a-Porter is relaunching a full-service bridal boutique Tuesday, February 16. It will carry designer wedding dresses along with wedding-y accessories like tiaras, lingerie, footwear, swimwear, caftans and other honeymoon-appropriate attire.

It all sounds pretty spectacular, actually. They're focusing on fashiony brides and will carry gowns by designers including Lanvin, Valentino, Vionnet and Giambattista Valli There will also be customized Alexander McQueen shoes. Most bridal salons take a few months to send a dress once it's been ordered, but Net-A-Porter says they will ship as soon as an order is placed, and brides in New York and London can have them messengered over.

Dresses will run from $300 to $12,000, and Net-A-Porter seems to recognize the potential for bridal freak-outs. Wedding gown customers can call and speak with fashion advisors any time, night or day. (We see some potential for abuse there.)
· Net-A-Porter Ramps Up Bridal Boutique [WWD, subscription required]