Vera Wang launched her bridal line in 1990.
Wang entered bridal fashion after finding what she considered a lack of modern, stylish choices while preparing for her own wedding. She opened her first bridal boutique on Madison Avenue in New York City, establishing a label that became closely associated with contemporary wedding gowns.
Before founding her bridal business, Wang had worked at Vogue and Ralph Lauren. Her background in fashion editing and design helped her approach bridalwear as a fashion category rather than only as traditional formal clothing.
The Vera Wang label later became known for sculptural silhouettes, layered tulle, corsetry and dramatic but often minimalist styling. The brand’s growth helped make designer bridalwear more visible in popular culture, although Wang was not the first designer to create wedding dresses.