In bridal stores worldwide, sales assistants are now trained to ask a blunt question: "Are you planning on losing a drastic amount of weight?" The culprit? Semaglutide, the active ingredient in Ozempic and Wegovy, now used by 10% of engaged couples according to a Zola survey. The same survey found 42% of couples feel pressure to "look a certain way" for their wedding due to the prevalence of GLP-1 drugs.
While weight loss isn't limited to women, bridal designers feel the impact most keenly. Traditional wedding gowns are complex and expensive. Rebecca Schoneveld, a size-inclusive bridal designer with 16 years of experience, notes that brides used to say they hoped to lose weight but rarely did—or lost only a few inches. Now, weight loss is dramatic.
Kelly Cook, CEO of David's Bridal, observed a "significant shift" last year. Brides are coming in earlier to try on dresses but hesitating to purchase, afraid of future weight changes. In response, David's Bridal launched a fit guarantee, promising the dress will fit up to the wedding day or they'll swap it. However, small businesses can't afford such guarantees; many now require brides to sign contracts taking responsibility for size changes.
Jarithza Carlson of Anne Barge updates contracts to warn brides that drastic weight loss may require purchasing a new gown if the dress is more than three sizes too big. Alteration specialist Melissa Lynn Oddo warns that taking in a dress several sizes can cost $1,500 or more, as it essentially requires remaking the garment.
Susan Ruddie, owner of The Wedding Dresser, used to say a few pounds wouldn't matter, but now she's seen brides lose 20 inches or more. Some brides hide their medication use, leading to fit issues. Designers adapt by adding corsets, drapes, and sleeves to accommodate loose skin.
Schoneveld notes that corsets—popular in the late '90s—have made a comeback due to adjustability. She observes that larger clients often have healthier body images than smaller ones, who obsess over perfection.
One bride, Laura, prescribed semaglutide for health reasons, lost 50 pounds between ordering her dress and her wedding. She had to sign waivers and contact the designer to get a smaller size. She used ChatGPT to track her weight and measurements, and it accurately predicted her size. Despite the stress, she's happier with her wedding photos but wishes the timing had been different.
The trend isn't limited to those with high BMIs; Carlson says even slim brides using semaglutide for modest weight loss are causing issues. The industry is scrambling to adapt to a new reality where weight loss is no longer just a wish but a predictable outcome.