Spring blooms, buzzing group chats and a stack of pastel color swatches can mean only one thing: wedding season has arrived. And while brides juggle RSVPs and seating-chart diplomacy, many are discovering that outfitting their bridal party no longer has to be the budget-busting, stress-inducing chore it once was.
Direct-to-consumer label Birdy Grey is all the craze these days in the wedding sphere. Customer reviews speak for themselves. Savannah L. of Chicago says, “This dress is beautiful! I kept coming back to it — it was perfect and only $99!” Jennifer M. chimed in: “Soooooo comfortable … something I could actually wear more than once!”
By creating chic dresses for under $100, the Los Angeles startup soared past $100 million in revenue last year. Now, with French-blue chiffon and sunset-terracotta satin dominating Pinterest boards, Birdy Grey is courting brides once more — and, for the first time, inviting groomsmen to the party.
Birdy Grey customers are all over the internet. Beyond pockets (yes, most styles have them), bridesmaids rave about easy returns, free swatches, and inclusive sizing that runs from XXS through 3X.
“I was nervous as a plus-size girl, but this dress made me feel radiant — and it has pockets!” wrote Katie F., echoing a sentiment that’s become a major selling point for the brand.
Laurie M. praised the process: “Shipping and exchanges were so easy. This will be my go-to for any formal dress.”
That type of customer experience translates to fewer late-night texts from anxious friends — and far less guilt about asking someone to shell out $250 for a one-time gown.
"I LOVE this dress! It fits perfectly, it just needs to be hemmed a bit — super easy!" added Kaylin G., who chose the Jackson Chiffon Dress for a summer wedding.
In an industry where horror stories of expensive, ill-fitting dresses run rampant, Birdy Grey’s strong reviews have become its best marketing.
When founders Grace Lee and Monica Ashauer launched Birdy Grey in 2017, they spotted a massive gap: affordable bridesmaid dresses that didn’t compromise on style. Most dresses at the time were well over $200 and worn exactly once.
Eight years later, the company has crossed the nine-figure threshold — topping $100 million in 2024 sales — and has remained profitable every year except for the pandemic pause in 2020.
“There’s plenty of runway left to keep selling in this specific but tasty niche, which is group dressing with the bride as our VIP,” Ashauer said.
Expanding that “group dressing” focus, Birdy Grey introduced menswear in 2025: $199 for a five-color suit and $249 for a classic black tuxedo. Customers can even order a swatch book to coordinate groomsmen looks, making cross-party matching easier.
“It was so helpful for my fiancé to choose a color,” said Sierra L., who ordered the Suits Swatch Book for her upcoming wedding.
The company’s commitment to quality without the couture price tag is helping it chart an ambitious course into the next chapter.
Birdy Grey’s calling card is price transparency. Chiffon, satin or velvet gowns start at $89 and cap at $129, with free fabric swatches, inclusive sizing, and convertible features that let bridesmaids adjust the fit.
Insider Reviews executive editor Sally Kaplan praised the brand after outfitting her own bridal party: “The dresses ended up photographing beautifully, and they looked so elegant in person… my partner’s cousin even repurposed hers for a maternity shoot.”
Practical flourishes — adjustable straps, convertible necklines, bra-friendly backs — explain why thousands of five-star reviews mention their “wear-again” potential, a rarity in formalwear.
“I have not worn the dress yet, but I am sure it will work well for me when the wedding comes,” said Cara C., who purchased the Willow Convertible Dress in luxe mocha knit.
That focus on practicality was intentional, according to co-founder Lee. “We never wanted Birdy Grey dresses to be one-and-done. We wanted them to live beyond the big day,” she said.
As wedding trends evolve, so too do bridesmaid color palettes. Summer 2025 palettes are trending softer than last year’s jewel-tone wave.
French blue, a romantic ultramarine shade Birdy Grey introduced late last season, is the breakout hue — so popular it sparked its own internet threads and a wave of lookalikes.
For couples leaning rustic or minimalist, the brand’s new apricot and taupe collections cater to warm neutrals, perfect for vineyard weddings in July or barn celebrations in October.
On the texture front, lightweight luxe-knit and draped crepe styles are gaining ground as bridesmaids request gowns they can dance in — and ideally, hem into cocktail dresses later.
“Loved getting to see the swatch in person!” said Brittany B., who ordered a swatch in the trending thyme chiffon.
Positive Birdy Grey reviews continue to flood the site and social media.
“The rose gold swatch was even more beautiful than I thought it would be — a tad shinier in person, which I absolutely loved!” wrote Hailey O.
Diana D., who chose the Mia Matte Satin Convertible Dress in Espresso, said, “It fits like a dream, and I can’t wait to wear it for my sister-in-law’s wedding!”
Another customer, Paige H., shared her excitement over the Monica Shiny Satin Dress in taupe: “I love this dress. It’s so cute and comfortable!”
Even the small touches get big appreciation. Peyton L. highlighted the importance of Birdy Grey’s swatches: “Some of the colors looked different in person than online, so it was very helpful to compare them side-by-side.”
The Stephanie Matte Satin Dress in Dusty Blue earned high marks from Katelyn Y., who praised its fit and fabric. “The fabric and color are stunning,” she said. “It fits very well, and I’m excited to wear it as my bridesmaid dress. I love how the Stephanie style is classy yet unique.”
Birdy Grey’s success is a case study in listening to the modern customer: the woman who wants to celebrate her friend without resenting the cost, the plus-size bridesmaid who wants to feel stunning, and the groomsman who doesn’t want to rent a tux that’s been worn dozens of times.
By blending savvy direct-to-consumer strategies, thoughtful design, and authentic customer reviews, Birdy Grey has positioned itself as a wedding essential — and it shows no signs of slowing down.
“We’re honored to be a small part of people's big days,” said Lee. “It’s not just about dresses. It’s about celebrating life’s moments together — beautifully, affordably, and joyfully.”
For brides planning their summer or fall nuptials, Birdy Grey isn’t just a practical choice. It’s a promise that their friends will look good, feel good — and maybe even want to wear the dress again.
