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Justin Alexander updates online experience for its bridal collections

Justin Alexander launched a new feature on its website that showcases images of brides on their wedding day wearing their Justin Alexander dress. This gallery, called #JAbride, aims to inspire brides-to-be with real bride imagery and help them picture how they could look in a Justin Alexander dress.

Images can be uploaded directly on the website or pulled from Instagram with the hashtag #JAbride.

“Bride images are linked to each individual style page, which gives brides even more interesting and engaging content to explore on our website,” a spokesperson said.

In addition, Sincerity and Sweetheart debut a new look. The new Sincerity logo is a modern interpretation of the previous script font. At the same time, it aims to maintain the graceful, romantic and classic feel that is inherent to the brand, a spokesperson said. Classic storybook romanticism galvanized the final color palettes, with imagery, patterns and detailing found in traditional fairytale mythology that was at the core of the company’s inspiration. 

The new Sweetheart logo balances simplicity with charm and playfulness with magnetism through the updated type treatment and added logo mark. With dominant pinks spanning a wide range from natural blushes to vibrant fuchsias, the new color palette is a cooling and refreshing delicacy, according to the spokesperson. Shades of pink connect the brand with a subtle charm, which aims to appeal to the playful and quintessential girl-next-door.

These and other details can be seen at



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