David’s Bridal ‘Rewriting the Rules’ Ad Features Unwed Couple With Baby, Lesbian Brides

CONSHOHOCKEN, Pa. — A new ad released by the wedding gown giant David’s Bridal centers on what the company sees as being representative of “brides today,” from a man and woman—and their baby—standing at the altar, to two lesbians dancing together at their wedding reception.

“Something old, something new, something borrowed, something blue—and we empower you to #RewriteTheRules and make your day something you,” the company wrote in sharing its new advertisement on social media on Friday.

According to reports, David’s Bridal, which filed for bankruptcy in November but plans to keep its stores open, wanted to represent “non-traditional” brides with its new spot, from women who already had children prior to marriage, to same-sex “weddings.” The 15 and 30-second versions will air both on television and social media.

View the advertisement as posted here.

“We wanted to make sure this spot represented what we see from brides today,” Chief Marketing Officer Liz Crystal told AdAge. “We value every type of bride.”

The outlet also notes that other companies, such as Zales, Kohl’s and Tiffany & Co., have likewise decided to include homosexuals in their advertising.

The move from David’s Bridal has generated mixed reaction.

“If you’re in business to sell wedding gowns, then of course you want lesbian customers, because they’re going to buy twice as many,” one commenter wrote.

“Families where the parents are unmarried may be a large market, but the parents have no incentive to get married. Lesbians are a small market and many of them don’t like being effeminate,” another remarked. “Marketing to non-traditional families risks losing business from supporters of traditional families, which could be a bigger market than the groups who were targeted in David’s Bridal’s advertising campaigns. Either way, based on current wedding trends, they made a bad business decision …”

“This is like finding a small hole in the bottom of your boat and drilling a bigger hole to drain the water,” a third opined.

David’s Bridal has its corporate headquarters in Conshohocken, Pennsylvania and has over 300 stores across the United States, Canada, the United Kingdom and Puerto Rico.

The late preacher and author A.W. Tozer once exhorted, “There is no Christian victory or blessing if we refuse to turn away from the things that God hates. … Even if it is accepted in the whole social class of which you are a part, turn away from it. Even if there is something that has come to be accepted by our generation, turn away from it if it is wrong and an offense to our holy and righteous Savior.”

Renowned minister Charles Spurgeon also declared, “The Lord’s ways are ways of pleasantness, and all His paths are peace. There is a safe and sweet pleasantness in holy living, and the pleasantness lies very much in the fact that an abounding peace springs from it. God grant us grace to keep in these peaceful paths, even though others should call us Puritans and ridicule our holy fear of sin.”

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