Retail wedding dress chain David’s Bridal is set to launch in the United Kingdom, and marking the launch is a London-themed ad campaign featuring model Mercy Watson.
According to The Huffington Post, Watson is a size 14 model from Australia who has a body-positive presence on Instagram, where she posts everything from inspirational quotes to images from her photoshoots.
Watson isn’t the first plus-size model to be featured in ads by the Pennsylvania-based company; Candice Huffine starred in their Fall 2015 campaign. The Huffington Post says that nonetheless, this marks “yet another step forward in changing the perception of David’s Bridal, whose average customer is the same size as Watson.”
Senior Vice President and Chief Customer Officer of David’s Bridal Trevor Lunn acknowledged the chain’s move toward representing their average customer this way: “We recognize that our customers are all different sizes and silhouettes and felt it was important to reflect this diversity in our ad campaign creative.”
Lunn also praised their latest campaign, saying “We are proud that these images further reinforce our commitment to helping every bride-to-be find the gown of her dreams, regardless of her shape, style or budget.”