Weddington Way relaunched by Adrianna Papell
Having acquired the brand from Gap last year, Adrianna Papell has relaunched Weddington Way with a size-inclusive, accessibly priced debut collection.
The first Weddington Way by Adrianna Papell collection includes 37 silhouettes for brides and bridesmaids available in 24 colors and in sizes 00 to 30. The made-to-order chiffon and lace dresses are designed to complement the beaded bridesmaid dresses for which Adrianna Papell is best known.
All pieces can be purchased for less than $200, with dresses priced at between $129 and $199, and shawls at $25.
“We're thrilled to be offering such a diverse collection of dresses,” commented Adrianna Papell President and COO Jaynee Berkman in a release. “Brides and bridesmaids are searching for more options in color, fabric and silhouettes, and most importantly, the perfect fit for everyone in their bridal party.”
“The bride has been choosing Adrianna Papell beaded gowns for her bridesmaids and mother of the bride or groom for many years. Weddington Way by Adrianna Papell expands our collection of chiffon and lace gowns for every color palette the bride may be dreaming of for her wedding day,” she concluded.
Founded in 2011, Weddington Way sought to change the way that brides and bridesmaids shopped for their dresses, combining a digital platform with a reimagined brick-and-mortar experience. The brand was acquired by The Gap, Inc. in 2016 and shuttered in August 2018.
New York-based Adrianna Papell has been making bridal wear and occasion dresses for more than 35 years, distributing its products via retail partners in 31 countries around the world, as well as through its own direct-to-consumer website.
The debut Weddington Way by Adrianna Papell collection is available to shop now on the Adrianna Papell e-commerce platform.
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