Justin Alexander’s New "Be You” Campaign Aims to Be Inclusive of All Brides

Global bridal brand Justin Alexander doesn't want to depict the stereotypical image of what it means to be a bride. Instead, their latest “Be You” campaign enlists a diverse group of women to represent the true Justin Alexander bride. The cast of beauties includes plus-size fashion influencer Kelsey Gross and Grace Strobel—the first model with Down syndrome to be the face of an American skincare brand—among others. 

“‘Be you’ is a phrase often used at Justin Alexander because we believe that every bride should feel confident [personally] and confident their dream dress exists,” Justin Warshaw, CEO and creative director of Justin Alexander, tells Brides. “We want all our brides to feel seen and to easily imagine themselves in our gowns on their wedding day. To look at our photos and see a ‘familiar’ face—to see brides and models that represent them in all their diverse and beautiful ways.” 

The latest iteration of the "Be You" campaign—the first one launched in early 2018 with British model Iskra Lawrence—features wedding dresses from the five Justin Alexander brands: Justin Alexander, Justin Alexander Signature, Adore by Justin Alexander, Sincerity Bridal, and Lillian West. From sleek, minimal gowns to more elaborate, lace-detail dresses, every body is represented in this collection of looks.

“The modern bride is multifaceted,” says Warshaw. “She is unique and a true individual. Our wedding dresses are available for every body type, every personality, every race—everyone!” 

Brides can find the dresses shown in the campaign in-store at White Traditions Bridal House, or at their nearest Justin Alexander retailer. Additionally, the brand has taken steps toward inclusivity with its range of skin-colored mesh and tulle options, as well as an updated size chart representing more accurate fits. They also don’t charge an additional fabric fee for dresses made in size 20-plus. 

So ahead, take a look at the campaign, captured by Alex and Veronica Young of The Youngs Photo.