I felt a bit apprehensive to schedule a virtual bridal appointment with BHLDN at first. I'm not the type of bride who leans toward any one brand. I hadn't scoped out the BHLDN site or stalked the Instagram page, ready and armed with the names of dresses I loved. I just knew what I liked — certain styles, materials, and details I had been pinning on my Pinterest board since I got engaged nearly a year ago. I'm not getting married until May 2021, so I still do have time to purchase a wedding dress. But with the novel coronavirus (COVID-19) pandemic impacting so many people's wedding plans [1], I have to consider the fact that weddings might not look the way we generally envision them for awhile. During a crisis, we have to be aware of shifting norms [2] — it's probably not going to be feasible for me to visit bridal boutiques for awhile.
I ended up booking my appointment with BHLDN — which is currently gifting 100 gowns to brides [3] on the frontlines of the COVID-19 relief — for two reasons: 1) I do have a lot of time on my hands right now to at least dream about wearing pretty gowns, and 2) I wanted to answer all of your burning questions about virtual bridal appointments. If something is holding you back from setting up a video call with any of the designers offering this service right now — Lein Studio [4], Amsale [5], Lotus Bridal [6], and Anne Barge [7], to name a few others — allow my own experience to guide you in your journey. I met with BHLDN's brand stylist, Lindsey Love, who was kind enough to walk me through the process, stopping to answer every single question I could think of. Ahead, you'll learn just how efficiently these meetings can be run (so far, BHLDN has booked over 300 of them!) and decide whether they're right for you.
Should You Book a Virtual Wedding Dress Appointment?
Who Is the Right Candidate For a Virtual Appointment?
Lindsey told me that the brides she's hearing from right now are mostly brides who had something planned — most were going to get married May through September. They're getting nervous because they're either changing their date and they want to get something quick, or they've pushed out and they just want to get the ball rolling.
Should You Know What Type of Dress You Want?
Most brides who schedule virtual appointments do have a pretty good idea of what they want. Even though they haven't bought anything yet, most of them have scoped out the BHLDN site and are stalking the dresses on Instagram. They know about the new styles almost as soon as they stylists do, and typically they come to the virtual appointment armed with at least one to two favourites.
What Should You Do Before Your Virtual Appointment?
Upon booking your virtual appointment through BHLDN's program [9], which was built by brand styling manager Maddie Bender, you'll be guided to a survey where you can describe your style and share a link to your Pinterest board and Instagram page (if you're not on private) so your stylist can study you and get a sense of your style. During the survey you'll list the wedding events you want to focus on — ceremony, rehearsal dinner, farewell brunch, etc. — so your stylist can come prepared with options. BHLDN even provides brides with an inspiration book [10] if they're not 100 percent sure of their style.
Can You Invite Family and Friends to the Virtual Appointment?
Yes! The virtual appointment will take place over Zoom and you can invite as many friends and family as you'd like to join the video call. "It's fun for her because she doesn't have to feel isolated," Lindsey said.
What Happens in a Virtual Wedding Dress Appointment?
So, Who's This Stylist Anyway?
The stylist you're meeting with is extremely well trained and well-versed in the current stock on the site. In fact, she's tried on every single dress! Knowing your height and body type she can even recommend tailoring or hemming the dress you're looking at in certain ways. Your stylist has studied you — remember, she has access to your Instagram and Pinterest board — and she's taking feverish notes throughout the process. She has also been trained to ask probing questions if necessary.
"I don't think I would feel confident saying all the things that I do about [the dresses] if I hadn't put them on. We do extended fit sessions with our stylists. Something we like to do is say, 'OK, who do we think is wearing this dress? Is she the vineyard bride or is she eloping in Vegas?' and we make a bunch of internal notes. They're like our best friends. I look at these guys every day. I'm like, 'Hi Montreal [11], how ya doing?' They're like my babies. I love them, and I do have favourites," Lindsey told me.
What's the Purpose of the Appointment?
To guide you to your dream wedding dress! It's a 45 minute session assisted by a stylist who will help you find the right size, silhouette, and fit. Even though you may come to the session with dresses you love, you'll talk about what assets you want to highlight or minimize during the session, which will lead your stylist to show you dresses that weren't initially on your list. Your stylist will ask you to rank the dresses as you see them and also show you where to find other details about the dress. On every gown page there is a mannequin photo that shows different details about the construction. There are also little bra notes and recommendations for every single dress (i.e. use bra tape, strapless, etc.). "She wants to know, so we want to tell you!" Lindsey said.
Can You Decide on a Wedding Dress During Your Virtual Appointment?
How to Pick a Winner
The marketing team at BHLDN is currently working on putting together "Pixie Pages" for each and every dress on the site, where you can see real brides wearing the gowns and also see the dress you love on a wide range of body types. During your virtual session, your stylist will be able to show you these pages, which do already exist for the more popular gowns. This should allow you to better imagine your wedding dress and even consider next steps . . .
What About Accessories?
Of course! If you do choose a wedding gown you love and want to purchase during your virtual bridal appointment, your stylist will allot extra time to provide you with accessory recommendations and walk you through some of your options. She'll also give you the rundown on tailoring recommendations and she'll dole out bra and/or fashion tape advice for your special day.
The Wrap-Up
Whether you're leaning toward a particular dress or you're still not sure which one you like after your virtual bridal appointment, your stylist will send you an email within minutes once you've wrapped the call. The email will summarize your appointment and highlight any of the styles you were loving. If you do decide to order one of the dresses, BHLDN also directs brides to a handy measuring guide [12] and a resource for trying on your wedding dress [13] once you order it and it arrives at your home.