The scheme puts plus-size samples into its partner stores and, with more than 180 styles from its Essense of Australia and Stella York labels available in up to size 34/36, the company aims to give brides of all body types something flattering and fashion-forward to try on and love.

Through years of extensive research and focus groups, Essense Designs discovered that plus-size brides weren’t always provided the same “dream” dress-shopping experience that other brides received. While the fashion industry has made great strides in catering to women of all sizes, the bridal industry is still far behind - with bridal shops typically only offering sample dresses in sizes 6, 8 and 10.

“Through research we found that the majority of brides of size 18 and over, “settled” for their wedding gown, and had negative experiences in traditional bridal boutiques,” says Chief Creative Officer, Martine Harris. “Our new programme addresses the problem - our aim is that all our participating stores will be better equipped to communicate, service and create positive outcomes for the thousands of plus-size women who walk through their doors.”

With more than 180 different styles available, brides of all body types will find something flattering and fashion-forward, from bohemian A-line styles to sexy fit-and-flare gowns. These on-trend dresses aren’t from a separate plus-size- only collection — they are the same styles and silhouettes brides see pinned online from top- names Essense of Australia and Stella York.

Essense Designs has also incorporated plus-size imagery on its websites, in its advertising, on social media and in the tools provided to its partner retailers.

“EveryBody/EveryBride is about more than just dresses,” says Martine. “It’s a mindset, a culture of inclusion and a celebration of every woman. We’re thrilled to lead the wedding industry in making this shift.”

Want more on plus-size? You’ll be able to read our report investigating the market in the next issue of Bridal Buyer - out soon!