CONSHOHOCKEN, Pa. — A new ad released by the wedding gown giant David’s Bridal centers on what the company sees as being representative of “brides today,” from a man and woman—and their baby—standing at the altar, to two lesbians dancing together at their wedding reception.
“Something old, something new, something borrowed, something blue—and we empower you to #RewriteTheRules and make your day something you,” the company wrote in sharing its new advertisement on social media on Friday.
According to reports, David’s Bridal, which filed for bankruptcy in November but plans to keep its stores open, wanted to represent “non-traditional” brides with its new spot, from women who already had children prior to marriage, to same-sex “weddings.” The 15 and 30-second versions will air both on television and social media.
“We wanted to make sure this spot represented what we see from brides today,” Chief Marketing Officer Liz Crystal told AdAge. “We value every type of bride.”
The outlet also notes that other companies, such as Zales, Kohl’s and Tiffany & Co., have also decided to include homosexuals in their advertising.
The move from David’s Bridal has generated mixed reaction.
“If you’re in business to sell wedding gowns, then of course you want lesbian customers, because they’re going to buy twice as many,” one commenter wrote.
“Families where the parents are unmarried may be a large market, but
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