Shopping for a wedding dress when you fall under the label of “plus-size” hasn’t always been as easy or as exciting as it should be, but the bridal market, like the rest of the fashion industry, is working to become more inclusive of different body types. One designer leading the charge is Justin Alexander, whose collection of gowns range from size 2 to 32 with no up-charge for plus-sizes. And, today, the global wedding dress designer announced a new campaign titled “Be You,” which is fronted by model and body positivity advocate Iskra Lawrence.
If you’re on any form of social media, you’ve likely seen unretouched photos of the 27-year-old model promoting body confidence. Aside from modeling, Lawrence is the founder of EveryBody With Iskra, a new health and wellness platform designed to be a judgement-free zone. So, for Alexander, it was the perfect fit. “Iskra is inspiring and authentic in the way she communicates with her followers. She empowers women to be confident in themselves, which aligns with our goals at Justin Alexander,” he tells us. “We knew that Iskra’s message would connect with our audience, making her a great partner for the brand.”
The campaign, which is meant to empower brides to be confident in themselves, regardless of size, shape, and style, features Lawrence in different silhouettes—from fit and flare to A-line to ballgown—from two of his five labels. Staying true to the message of the campaign, there was no retouching of her body. “I had my own trials and tribulations with body image,” Lawrence said in a statement. “I had gone through a lot starting from my teenage years. It was definitely freedom to put my real self out there.”
When asked if, like many other designers, he saw risk or a higher price involved in designing plus-size gowns, Alexander replied: “I don’t see risk at all. Every woman regardless of shape wants to look and feel glam on her wedding day. Our collection combines fashion with what looks great on real women, and that includes women of all shapes and sizes. The plus-size market is an under-served segment, so we see it as an opportunity.”
All brides deserve options when it comes to finding their dream dress, and considering that roughly 67 percent of American women are a size 14 or higher, kudos to Justin Alexander for not only providing those options, but also putting the inclusivity issue at the front and center of his new campaign.