The fairy godmother of bridal wear, Vera Wang, is heading east. After opening a store in Japan this last summer, the American designer has opened the world’s largest flagship store in Shanghai. The fourth flagship store globally, the Vera Wang, Shanghai, is located on Xintiandi. Wang’s first China store displays 80 dresses in a sprawling 850sqm over two floors. The store is divided into a classic wedding dress display area; veil accessories display area and season new wedding dress display area, and the VIP room. Apart from making an appointment “several weeks” in advance, potential brides will also have to pay a non-refundable fee of 3,000 yuan (US$482) to try on bridal gowns for 90 minutes. Vera Wang has introduced this fee to protect her designs.
The Vera Wang wedding dresses range from 30,000 yuan (US$4815) to 300,000 yuan (US$48,174).
Vera Wang has stopped charging try-on fees at all of the label’s bridal stores in China.