Beauty inside

A Sneak Peek at Justin Alexander’s Inclusive “Be You” Campaign

Global bridal brand Justin Alexander doesn’t want to portray the stereotypical image of what it means to be a bride. Instead, their last “be youThe campaign calls on a diverse group of women to portray Justin Alexander’s true wife. The cast of beauties includes a 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.

« » justin alexander because we believe every bride should feel confident [personally] and confident that their dream dress exists,” said Justin Warshaw, CEO and Creative Director of Justin Alexander. Brides. “We want all of our brides to feel seen and easily imagined in our dresses on their wedding day. To look at our photos and see a “familiar” face, to see brides and models who portray them in all their diverse and beautiful ways.

Courtesy of Justin Alexander


The latest iteration of the “Be You” campaign—the First Launched in early 2018 with British model Iskra Lawrence, it features wedding dresses from Justin Alexander’s five brands: Justin Alexander, Justin Alexander Signature, Adore by Justin Alexander, Sincerity Bridal and Lillian West. From sleek, minimalist dresses to more elaborate gowns with lace detailing, every body is represented in this collection of looks.

Courtesy of Justin Alexander


“The modern bride is multi-faceted,” says Warshaw. “She is unique and a real person. Our wedding dresses are available for all body shapes, all personalities, all races, everyone!”

Courtesy of Justin Alexander


Brides can find the dresses featured in the campaign in-store at White Traditions Bridal Homeor their nearest Retailer Justin Alexander. Additionally, the brand has taken steps towards inclusivity with its range of nude mesh and tulle options, as well as an updated size chart representing more precise fits. They also do not charge an additional fabric fee for dresses made in size 20 and up.

So ahead, take a look at the campaign, captured by Alex and Veronica Young from The picture of young people.