‘Please don’t lose another pound!’: Ozempic is upending the wedding dress industry

Kelly Cook, CEO of David’s Bridal, says she’s noticed a ‘significant shift’ among brides, who have begun asking anxious questions about weight loss and alterations and are ‘afraid to purchase’ their dresses early. Photograph: Wirestock/Getty Images/iStockphoto

In bridal stores across the world, solicitous sales assistants are being trained to ask a new, blunt question: “Are you planning on losing a drastic amount of weight?”

Wedding season’s new disruptor is semaglutide, now used by 10% of engaged couples, according to a survey by the wedding planning platform Zola. In the same survey, 42% of couples said the ubiquity of GLP-1s has made them feel they should “look a certain way” for their wedding.