David’s Bridal is moving into the $130 billion global Indian wedding industry via a partnership with Kynah, offering an exclusive online-only collection of designs for brides and wedding guests. The launch will kick off a broader partnership between David’s Bridal and Kynah, with an exclusive collection co-designed by the brands that is scheduled to debut later this year.
Founded in 2017, Kynah has become known for elevated fabrics, intricate hand-embellished details and culturally rooted silhouettes reimagined for today’s bride. “At Kynah, our mission has always been to redefine the Indian bridal experience for the modern woman,” said Kynah founder Aisha Rawji in a statement. “By joining forces with an iconic brand like David’s Bridal, we are able to share our passion for craftsmanship and contemporary Indian design with a much broader audience, making high-fashion, culturally significant pieces more accessible than ever before.”
The two brands’ digital-first move into Indian wedding celebrations is designed to meet brides where they are while testing high-growth category expansions. To celebrate, David’s Bridal will drop episode two of its docu-style YouTube series Breaking Bridal, featuring a couple setting out to create a luxurious South Indian-inspired wedding that honors their roots while embracing fun and creativity.
“Indian weddings are among the most vibrant celebrations in the world,” said Kelly Cook, CEO of David’s Bridal in a statement. “We are not only honored to begin playing a role in these celebrations, but see an incredible opportunity to bring that creativity and craftsmanship to David’s incredible market reach.”
Earlier this month David’s Bridal moved into wholesale for the first time, offering capsule designer collections to wedding boutiques.
