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Founded in 2014 by Charles Zhong, the online retailer Azazie introduced custom tailoring (in sizes 0-30) to its affordable bridal space just one year later. Taking a sustainable approach to wedding-dress design, the gowns are made to order and usually decided upon after the “try at home” option is utilized. The program invites brides, bridesmaids, or anyone in the wedding party to select three different looks to be shipped to their homes anywhere in the US. The in-app “try it on” feature, meanwhile, allows shoppers to adjust the skin tone and body type of the model they’re viewing on the product page, so they can better imagine how it will look on them.
It’s technology like this that helped the bridal retailer gain momentum, according to chief marketing officer Ranu Coleman. “We follow Fashion Week and bridal trends very closely in order to stay ahead of the trends. We also study customer behavior on our website and app for key terms that are gaining momentum,” she explains to POPSUGAR. “In addition, we survey our customers before launching new styles and everything we do is data and trend driven.”
Coleman revealed that for 2023, research led the team to invest largely in 3D embellishments, florals, and interesting surface textures — all of which you’ll see reflected in the current top-selling gowns. Coleman says that the company typically notices a surge in sales and traffic immediately following Christmas, since the holiday is such a popular time to get engaged.
While the wedding dresses are so appealing because they can be ordered from the couch — and most of them are well below $1,000 — the bridesmaid offerings are also desirable, with Serena Williams memorably sporting the Kaleigh silhouette in candy pink for friend Hayley Schinault’s special day in 2019.
Ahead, discover Azazie’s all-time bestselling wedding dress, plus its most popular gowns of the year.