Internet 'Shocked' and Confused by Larger-Than-Life Wedding Dress: See the Towering Gown with a Tunnel (Exclusive)
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03/26/2025 11:33 AM
Fashion designer Justin Alexander Warshaw tells PEOPLE the story behind the grand gown that has social media users in a frenzy
- Fashion designer Justin Alexander Warshaw posted a video of a larger-than-life wedding dress on Instagram on March 16. His post left thousands of social media users in awe and confusion, as many believed a bride served as the entrance to her own wedding
- The CEO and creative director of Justin Alexander clarifies to PEOPLE that the grand gown was for his wedding industry event on March 15 at Castello di Torcrescenza in Rome
- "The preparation work took several days, the dress was supported by a metal structure and frame. The 'bride' was up there for two hours," Warshaw tells PEOPLE
Thousands of people online were left in awe and confusion by a giant wedding dress display.
Justin Alexander Warshaw, CEO and creative director of bridal fashion house Justin Alexander, posted a video on Instagram on March 16 of a woman in a towering wedding dress. The dress propped the veiled woman up high into the air, allowing for people to walk through the arched space underneath her cascading white skirt.
"Bride says 'I want a grand entrance,' " Warshaw wrote in an onscreen overlay, adding in the caption, "Brides beware, we may give you exactly what you ask for… She said she wanted to make a statement! 🤣."
The designer's video quickly went viral, amassing about 62,000 likes. His post was shared more than 26,000 times and has 500 comments and counting. Other accounts reshared the clip on various platforms, such as TikTok, where it got even more attention, with one post garnering more than 500,000 views.
Without context, social media users were left puzzled. They took Warshaw's words literally, with many believing that it was an actual bride in the dramatic dress contraption at her wedding.
"Nice way to get at-tent-ion," one person commented, with another joking, "The bride said: 'If you wanna get to my husband you'll have to go through me.' "
Other individuals worried about the logistics of such a dress.
"Did they build a toilet system also?" someone asked. Another person questioned in part, "So on your wedding day, you'd rather be floating above your guests and having them walk under you, unable to mingle with others or hug your new husband?"
Warshaw clarifies to PEOPLE that it was not an actual bride nor a real wedding. The grand display was for his wedding industry event on March 15 at Castello di Torcrescenza in Rome.
"We at Justin Alexander had a bold idea — to host a wedding," his blog reads. "Now, before you start imagining a couple exchanging vows, let us clarify: there was no couple at our March 15 Rome event, but there was plenty of love and celebration to go around at our wedding celebration for the bridal industry."
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Although the glamorous party featured a heartfelt ceremony, a show-stopping cake and performances by Diana Del Bufalo and Nia Franklin, Warshaw knew that a wedding is nothing without a bride. So he hired a model to greet guests in the larger-than-life gown.
"Our clients, media, wedding planners and all attendees were shocked by the event," Warshaw tells PEOPLE. "Even after the ceremony moment, everyone was talking about how this was such a spectacular event and that was before they had seen the 'Grand Dama,' which went viral, the formal showcase of Justin Alexander Signature in the grand ballroom, and the cake moment with all of the dancing brides."
Warshaw wanted something he had never seen before to wow his guests, and he succeeded. However, it was no easy task.
"The preparation work took several days, the dress was supported by a metal structure and frame," he says. "The 'bride' was up there for two hours during aperitivo."
Related: Flowers Catch on Fire During Couple's Wedding Ceremony: See the Video (Exclusive)
Justin Alexander has multiple bridal collections, such as Justin Alexander Signature, Sincerity Bridal, Lillian West and Adore by Justin Alexander.
