Australian bridal label White Runway has teamed up with ecommerce platform Try with Mirra to introduce Australia’s first at-home try-on service for the entire bridal party.
Customers can now select up to three looks from White Runway’s online collection – across bridal, bridesmaid and mother-of-the-bride categories – and can try on their selections at home, completely free of charge.
Each curated try-on kit is delivered directly to the door, complete with adjustable sizing tools, styling guides, and optional digital styling support.
The new experience is a step-change away from the traditional method of trying on in-store.
The additional service comes as 60 per cent of Australian brides now shop online for their wedding dress, according to a 2024 Statista report. This is expected to climb.
Meanwhile, 67 per cent of Millennial and Gen Z consumers say they prefer brands that offer “try-before-you-buy” or flexible at-home experiences.
On TikTok, the hashtag #WeddingDressAlone has more than 19 million views, as brides share deeply personal moments of trying on gowns in their own space.
Pinterest has also seen a 110 per cent year-on-year increase in searches for “simple wedding dresses at home.”
“The bridal journey has changed,” White Runway director Bessy Mouzourakis said.
“It’s no longer about grand reveals and pressure to perform. Brides – and now their closest supporters – want freedom, and they want to feel like themselves while making these decisions.”
Try with Mirra founder Shannon Rees said today’s bridal customer is digitally fluent and deeply values conscious choices and simplicity.
“We're giving her – and her bridal party – the tools and the space to choose their outfits on their terms, while also helping brands improve profitability.”