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David's Bridal Features Its First-Ever Same-Sex Brides in New Ad

David's Bridal

The giant wedding retailer's new ad focuses on various kinds of women who wed. 

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For the first time ever the wedding gown giant David's Bridal has featured a female couple in one of its ads. The move toward inclusion of various kinds of brides comes after the Pennsylvania-based company filed for bankruptcy last year, according to Ad Age.

The ad, titled "Rewrite the Rules," features several couples on their big day, including a female couple, mixed-race couples, and one couple saying "I do" with their baby already in their arms. The new ad focuses less on the dresses than past ones and more on the people who are marrying.

"We wanted to make sure this spot represented what we see from brides today," David's Bridal's chief marketing officer Liz Crystal told Ad Age. "We value every type of bride."

The bridal company's shift in focus comes after it filed for bankruptcy in November, listing more than $500 million in liabilities. Retailers like David's Bridal have faced challenges in recent years from start-ups, Ad Age reports.

The current 30-second spot that features queer brides dancing will air in TV spots and will appear on social media.

Watch the ad below.

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Tracy E. Gilchrist

Tracy E. Gilchrist is the VP of Editorial and Special Projects at equalpride. A media veteran, she writes about the intersections of LGBTQ+ equality and pop culture. Previously, she was the editor-in-chief of The Advocate and the first feminism editor for the 55-year-old brand. In 2017, she launched the company's first podcast, The Advocates. She is an experienced broadcast interviewer, panel moderator, and public speaker who has delivered her talk, "Pandora's Box to Pose: Game-changing Visibility in Film and TV," at universities throughout the country.
Tracy E. Gilchrist is the VP of Editorial and Special Projects at equalpride. A media veteran, she writes about the intersections of LGBTQ+ equality and pop culture. Previously, she was the editor-in-chief of The Advocate and the first feminism editor for the 55-year-old brand. In 2017, she launched the company's first podcast, The Advocates. She is an experienced broadcast interviewer, panel moderator, and public speaker who has delivered her talk, "Pandora's Box to Pose: Game-changing Visibility in Film and TV," at universities throughout the country.