The direct-to-consumer bridal company Azazie and the Kendall + Kylie brand have joined up to launch a range of party and cocktail dresses. The dress collection arrives in sizes XS to XL and comprises cut-out dresses, lace silhouettes, and mini-dresses. Previously, the Azazie brand released a series of shapewear to mark its expansion out of bridal apparel, and it has also worked with the Kendall + Kylie brand for its bridesmaid collection.
“Azazie has always attracted a younger customer because of the nature of being in the bridal business and because we are digitally savvy,” a spokesperson explained. “Teaming up with the Kendall + Kylie brand has only amplified and validated our presence among the younger consumer.”
Image Credit: Azazie
What's Driving This Trend
- Celebrity-backed Party Dresses
- Collaborations between bridal and fashion companies to offer a range of party and cocktail dresses in a wider range of sizes, suitable for a younger demographic.
- Direct-to-consumer Bridal Apparel
- Bridal companies expanding into other apparel categories and branching out of traditional bridal wear to target a wider audience.
- Digitally Savvy Brands
- Brands that leverage technology to attract a younger demographic and provide a more seamless shopping experience.
Who This Affects Most
- Bridal and Wedding Industry
- Bridal companies collaborating with high-profile fashion brands or expanding their portfolio to cater to consumer demand and reach a wider audience.
- Fashion and Apparel Industry
- Collaborations between different fashion brands and companies to expand their offerings and increase their market share with innovative designs and new products.
- E-commerce and Online Retail Industry
- Direct-to-consumer brands leveraging e-commerce platforms and their digital-savviness for business growth, reach new consumers, and offer a more seamless shopping experience.
