Vera Wang and David’s Bridal are back together again.

David’s Bridal Inc. and WHP Global, owner of the Vera Wang fashion brand, have formed a strategic partnership naming David’s Bridal as the global producer and retailer of Vera Wang Bride, a premium collection of wedding gowns and bridesmaid dresses and, soon, wedding invitations and stationery. This partnership marks the creation of an expansive Vera Wang Bride world, available exclusively at David’s Bridal.

In 2010, Wang signed an exclusive licensing deal with David’s Bridal for White by Vera Wang, which ended in 2020 due to the pandemic. Wang then signed a new 10-year partnership in 2021 with Barcelona-based Pronovias for Vera Wang Bride. According to WHP Global, the Vera Wang Bride partnership with Pronovias will transition to David’s Bridal.

In 2023, David’s Bridal filed for bankruptcy, which was the second time in five years the company filed for Chapter 11. The company was rescued from bankruptcy with a court-approved sale to Cion Investment Corp. As part of the sale, Cion invested $20 million into the company for new initiatives and assumed certain bankruptcy-related liabilities, as reported. After shutting 100 stores, David’s Bridal was able to keep 195 stores operating.

Today, the David’s Bridal executive team is completely new and the direction of the company has shifted, less focused solely on physical retail channels.

Wang, who started her own high-end bridal brand in 1990, is arguably one of the most influential bridal designers in the industry and is also known for her cutting-edge ready-to-wear designs.

The Vera Wang Haute business will continue to be operated independently by Vera Wang, offering custom couture bridal gowns and red-carpet couture. She continues to own her Madison Avenue boutique. Wang has designed wedding gowns for numerous celebrities including Ariana Grande, Hailey Bieber and Kim Kardashian, as well as red-carpet looks for Beyoncé Knowles Carter, Sydney Sweeney and Zendaya.

“The Vera Wang Bride is intended to reflect a certain sense of quality, design integrity and modernity — but above all, style,” said Vera Wang, founder and chief creative officer of Vera Wang. “Sometimes that means interpreting certain nuances that define each and every bride. From the very center of the fashion eye at American Vogue where I spent nearly 20 years creating editorial imagery to two years with Ralph Lauren, and 36 years dressing brides, I am looking forward to reaching a new generation of brides in this streamlined and technologically driven world with this partnership with David’s Bridal.”

At David’s Bridal, the Vera Wang Bride wedding gowns will range from $2,000 to $6,000 and special occasion will be priced from $200 to $1,500. Wang’s Haute Couture wedding gowns retail from $6,000 to $30,000.

Wang added that she wants to create looks with David’s Bridal “that embrace the codes of her brand, especially in wedding attendants, a category highly specific to the U.S. and a potentially significant volume driver.”

“These designs will reflect the sensuality, charm and sophistication so specific to my red-carpet history and my own highly personal take on formal dressing. As always, bridal remains its own emotional, complex and insanely romantic part of the fashion world. After 37 years devoted to this craft, I will continue to explore the creativity and passion I have for all things wedding that continue to define our brand and our unique contribution to fashion and lifestyle.”

Beginning in 2026, David’s Bridal will oversee the full production of the Vera Wang Bride bridal collection, uniting Wang’s signature style with David’s vertically integrated design and manufacturing network. The company said David’s will manage every step in-house, from sketch to final stitch, to ensure quality, consistency and speed, giving brides greater accessibility and faster delivery.

“Vera is one of the most visionary and influential couture designers of our time — fearless in her creative approach and and unapologetic in her focus on craftsmanship and quality. An icon,” said Kelly Cook, chief executive officer of David’s Bridal. “Vera’s ability to balance fashion duality — intensely sensual artistry with rock ‘n’ roll edge — parallels David’s new strategic vision as we innovate, modernize and reimagine our brand. We revere this opportunity, as the world’s largest bridal manufacturer and leader in bridal retail, to take Vera’s cherished and iconic Vera Wang Bride brand into its next chapter. We’re talking about everything from wedding gowns and invitations to bridesmaid dresses, accessories and even wedding planning with Vera Wang Bride x Pearl Couture — all in one place.”

Personally, Cook added that she has three Vera Wang pieces in her closet, which all mean something intimate and special to her. “In fact, my daughters are constantly borrowing them. Why? The pieces are timeless. Rock ‘n’roll. Feminine. Powerful. All the things that Vera Wang Bride is about. Together, David’s and Vera are excited to empower new generations of women in a way that allows them to make a bold statement about her and her unique style,” Cook said.

Vera Wang Bride will be available nationwide in all David’s Bridal stores and online.

As part of David’s “Aisle to Algorithm” transformation, this partnership will introduce Vera Wang Bride x Pearl Couture, a couture edition of its first-of-its-kind AI wedding planning tool, tailored for upscale weddings. Pearl Couture will provide high-end wedding planners and their brides access to David’s AI-powered planning tools and resources including custom Vera Wang Bride themed planning dashboards, invitations, weddings websites and curated vendor recommendations.

To toast the partnership, David’s is reissuing a capsule of archival Vera Wang White gowns under the Vera Wang Bride label featuring the most loved designs from its earlier collaboration. These made-to-order “modern vintage” designs will be available for preorder on davidsbridal.com for the first time in more than a decade.

Starting Friday, brides can join the waitlist on davidsbridal.com with new full Vera Wang Bride collections that will roll out in 2026. All Vera Wang Bride purchases will qualify for David’s Diamond Loyalty Program, the industry’s first and only bridal loyalty rewards program. Over the coming months, key product drops, collection launches, new platform offering and in-store experiences, will be revealed.

Wang has a significant licensing business in various lifestyle and bridal categories, including Vera Wang Jewelry (engagement and wedding rings; Jared Atelier has earrings, necklaces and bracelets) with Signet Jared & Zales; Black by Vera Wang (special occasion men’s tuxedos and suits) with Men’s Warehouse; Vera Wang Love fragrance with Coty; Vera Wang Home decor (tabletop, china, gifting, barware and crystal) with Wedgwood; Vera Wang Home (bedding and bath) with Revman, and Vera Wang Party (prosecco and rose) with Royal Wine.

WHP Global acquired Vera Wang fashion brand’s intellectual property in December 2024. WHP’s portfolio includes more than 12 brands across fashion, sports and hard goods, generating more than $7 billion in annual retail sales across more than 80 countries.

David’s Bridal has more than 190 stores across the U.S., Canada and franchise locations in Mexico.