There was a moment, not too long ago, when it felt like the bridal industry might finally be waking up. In 2020, the push for inclusivity hit a much-needed tipping point. The Black Lives Matter movement forced many of us to acknowledge what had long been true: representation in bridal – especially for Black, mixed and non-white couples – was sorely lacking. Around the same time, body diversity started to gain traction too. Brands began hiring larger models, offering extended sample sizes, and showing dresses on more than just one very specific body type.

It felt like progress. It looked like change. But five years on, you’d be forgiven for wondering where all that momentum went.

I was recently asked to judge the Diversity and Inclusion category for a major wedding industry awards. I went in hopeful, genuinely excited to see how brands were moving the conversation forward. But I was so disappointed. Despite a few standouts, the majority of entries were underwhelming – surface-level gestures, vague mission statements about “welcoming all,” and imagery that told a very different story. Tiny sample sizes. Even smaller models. Mostly white or white-passing conventionally attractive models on their social media. Still barely any LGBTQ+ representation. And disabled people? Bar one entry (which obviously ended up being my winner!) nowhere to be seen.

This wasn’t a case of not knowing better. We’ve had the conversations. We’ve seen what better looks like. It feels like a lot of brands simply aren’t even trying anymore.

I understand the challenges. Even from my side of it, I know how hard (and expensive!) it is hiring plus size and/or multiple models. Good plus size models tend to have higher fees, and are fewer and further between. Many model agencies that have curve divisions fill them with size 10 models with perfect proportions and call it day (eye roll!) If you want true diversity in terms of skin colour, it’s not just about hiring one Black model. It requires a complete overhaul and a whole new attitude.

Producing samples in different sizes also costs more money. Bridal fashion has notoriously tight margins, and most businesses are already stretched thin. But let’s be honest, many brands that were making an effort a few years ago seem to have quietly given up. Maybe they didn’t see a direct return on investment and decided it wasn’t “worth it.” Maybe the industry’s attention has shifted elsewhere. Or maybe – and this is uncomfortable to say – the rise in GLP-1s like Ozempic has changed the landscape in subtle but significant ways. More nearlyweds are using them to slim down before their weddings, so if boutiques and designers are seeing more smaller sizes being ordered, they may feel less pressure to cater to a broader spectrum. But that doesn’t make it okay.

Bridal has never been known for radical inclusivity, but at least there was a period when change felt possible. Now, it feels like many brands are retreating into what’s safe and familiar. They know the language of diversity, but they’re not investing in the action. A pledge on your homepage isn’t enough. Putting ‘Love is Love’ with the rainbow flag emoji in your Instagram bio doesn’t mean LGBTQ+ clients will automatically come flocking. You have to represent them, clearly, in your content as well. Offering extended sizing isn’t enough if you’re not backing that up with visual examples of your gowns on larger bodies.

Saying everyone is welcome isn’t going to cut it if your imagery tells a different story.

If the industry wants to move forward, representation has to be ongoing, visible, and integrated into every part of a brand’s messaging. That means more real couples, more bodies, more backgrounds, more love stories. Inclusivity shouldn’t be a one and done campaign. It needs to be an ongoing commitment.

So, my question now isn’t whether the industry is capable of doing better… it’s whether it still wants to.