As you can tell from our pink/black/white Hollywood glam space, we are inspired by the great fashion houses of the 1950s. We provide a modern take on that tradition of having beautiful and beautifully made gowns presented to you by a professional who understands fit and fashion to style the right look for you from head to toe.

We focus on building a well-edited, diverse (from beach to ballroom), and downright fabulous collection of dresses. (And that includes some great options that aren’t fabulously expensive.) We believe in making thoughtful choices and every wedding gown, every bridesmaid gown, and every accessory that we carry must be “Swoon-worthy.”

Our designers are carried at the best and most prestigious salons around the country—Swoon brings big city shopping to the Biggest Little City so that you really and truly can find a once-in-a-lifetime dress right in your own backyard.

The designers we choose are those with individual and creative points of view, who share our passion for brides and who stand behind their work, constructing incredible dresses from the inside out.