Australian bridal designer Karen Willis Holmes has launched a pre-loved wedding dress marketplace

Pre-loved for real love.

A wedding dress is one of the biggest – if not the biggest – financial fashion investment someone might make in their life. The big day calls for a big dress, and on average, that means forking out about $2,358 for a garment typically worn once.

For some, that figure is one they can justify. But for others, parting ways with that much money can be a difficult choice. There are now so many more options when it comes to bridalwear shopping; Say Yes to the Dress isn’t how it’s always done.

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Times are changing, and forward-thinking labels like Karen Willis Holmes (KWH) are changing with them. The premium bridal designer has created a new platform, Pre-Loved by Karen Willis Holmes. Launched today, this digital marketplace is a destination for brides to sell and purchase pre-loved KWH wedding dresses.

With the help of the Australian rental platform Rntr., Pre-Loved by KWH enables brides-to-be to make sartorial choices in line with their values and financial standing. Secondhand fashion is continually on the rise; it makes sense wedding fashion would follow suit.

“There is something about a full-circle marketplace that [makes for a] sentimental and beautiful story our brides will be able to tell their friends and family about,” Founder Karen Willis Holmes tells me. “We wanted to find a way to reassure our brides that the investment they are making by having a gown made by us will work for them in the long run. They will be able to recoup some of the costs of their gown, whilst being able to let their dream gown be loved and worn by another bride.”

It’s so simple yet so groundbreaking for an industry that prioritises newness (where there are superstitions warning against the reusing of dresses). But for a stalwart label like KWH, the move to embrace the circular economy is an important one.

KWH has been in the bridal scene for 20 years and a lot has changed in those two decades. “20 years ago we were making one-off, couture gowns. As the landscape and the needs of our brides changed, we adapted. The trends have vastly changed but have also done many full-circle revolutions,” Karen explains.

Within the first 24 hours of KWH’s soft launch, 50 listings by previous KWH brides were made. The appetite to participate in the circular model is healthy. With average listings at 50 to 70 per cent off of retail price, it’s a win-win for future brides too.

“We know most of our brides make the decision to sell their dress after their wedding, so we wanted to support them in this process by keeping this all in-house so they can buy and sell directly through their designer,” Karen adds. “Buying a dress through our platform comes with a level of trust and authenticity you cannot find elsewhere.”

For a bride wanting to resell their wedding dress, Karen recommends dry cleaning it as soon as possible after the wedding. She also suggests getting it professionally boxed in acid-free paper to help preserve it. “Go over your gown really carefully after your wedding and assess if anything needs to be fixed,” she says. “Often a heel gets caught in the train and beads can fall off so making sure any small damages are fixed before you list will allow you to list a higher price and attract more buyers.”

And for those scouring the site for their perfect pre-loved wedding gown, Karen shares her best bits of advice. “Finding someone that is a similar height and size to you is key. Their measurements don’t have to be perfect because it is assumed you will get your gown tailored to you so it is not essential to make sure you match perfectly. Having this mindset will open you up to a lot more options. Many of our brides are also allowing in-person or remote try-ons which will help ease any uncertainty.”

Choosing what you wear to your wedding is a monumental decision, but if the Sisterhood of Travelling Pants taught us anything, it’s that clothes are more magical when shared.

Take a closer look at Pre-Loved by Karen Willis Holmes here.