New Brand 'by DRESSY' Born from PLACOLE & DRESSY — Unveiling 6 Styles, 12 Dresses Derived from the Realities of Brides and Shops at June Tokyo Exhibition
Boukensha Placole, operating 'PLACOLE & DRESSY,' announces the launch of its new wedding dress brand 'by DRESSY.' The brand will unveil 6 styles and 12 dresses, designed based on genuine feedback from brides and shops, at an exhibition in Tokyo on June 2, 2026. This marks a strategic entry into the original wedding dress market for the leading wedding platform.
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- 📰 Published: May 1, 2026 at 22:30
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Boukensha Placole (Headquarters: Kamakura City, Kanagawa Prefecture; Representative Director CEO: Koki Muto), which operates 'PLACOLE & DRESSY,' is launching the new brand 'by DRESSY' from PLACOLE & DRESSY and announcing a collection of 6 styles and 12 dresses.
New Brand 'by DRESSY' Debuts from PLACOLE & DRESSY
Until now, PLACOLE & DRESSY has collaborated with numerous dress manufacturers on wedding dresses. 'by DRESSY' emerged as an extension of that experience, going beyond collaborations to become a unique wedding dress brand designed from scratch. We confronted three realities that no one had fully addressed before: the real concerns of brides, the voices from dress shop floors, and the gap between social media and reality. By addressing all of these, we have created dresses that are truly chosen, with our own hands.
Designed from the Realities of Both Brides and Shops
The greatest feature of 'by DRESSY' lies in the very process by which the dresses are created. We asked bride users about their "real concerns" experienced during fittings and dress selection, and dress shop/buyer professionals about the dresses they truly "want and wish to buy" on site. We overlaid both sides' feedback to inform the design of 6 styles and 12 dresses. Our aim is to create dresses that are not just photogenic on social media, nor just sellable in stores, but are genuinely chosen by both the wearers and the providers. We extend our sincere gratitude to all the brides, shops, and buyers who cooperated.
Partner: KURAUDIA
The partner for 'by DRESSY' is KURAUDIA Co., Ltd., a top manufacturer founded in 1974, which has led the wedding dress industry for 50 years. With KURAUDIA's reliable craftsmanship and industry-leading quality, our envisioned concepts have been carefully brought to life, one dress at a time.
KURAUDIA Official Website
KURAUDIA Instagram
Why PLACOLE & DRESSY is Launching an Original Brand
As Japan's largest wedding platform with SNS and media presence, and real-world touchpoints, we have accompanied brides through every stage of their consideration process. This unique position allows us to receive the "true feelings of brides" and the "true feelings from the field" at the closest possible distance. There are dresses that can only be created from this position ── that is the starting point for the birth of 'by DRESSY.'
▪️Japan's Largest Reach x Media Influence
Over 2.55 million total SNS followers. We boast the largest scale as a wedding media in Japan. Overwhelming reach through multi-channel deployment: We operate multiple channels such as Instagram / TikTok / YouTube, reaching a wide range of brides from initial consideration to decision-making stages. We design consistent flows from our own media x SNS, seamlessly connecting awareness to decision-making.
▪️Action Conversion Leveraging Real Touchpoints
We operate wedding venue consultation counters in Yokohama / Nagoya / Osaka. We possess a conversion funnel that turns online interest into in-store visits and contract signings.
▪️Fostering Aspiration through Experiential Value
We operate dress exhibition cafes in Kamakura / Nagoya / Osaka. Through spaces where dresses can be physically experienced, we foster "aspiration" for weddings and dresses among Generation Z, also playing a role in nurturing the market itself.
Thoughts Behind the Brand Name 'by DRESSY'
One is the sentiment of "casting a sparkling magic" that DRESSY has cherished. So that at the moment a bride puts on the dress, she can be adorned with special sparkle during her most radiant time. The other is the value that only DRESSY, which has created trends, can deliver. Walking alongside a community of 2.55 million brides and shaping "now" from real voices, we believe there is a dress that only we can propose. These sentiments are embodied in the name 'by DRESSY.'
Exhibition Information
The collaborative dresses we have created are scheduled to be unveiled on Tuesday, June 2, 2026. On that day, an exhibition for industry professionals such as wedding venues and dress shops will be held in Tokyo. PLACOLE & DRESSY will also pre-release the completed wedding dresses. Please check out the article!
Date and Time
Tuesday, June 2, 2026
OPEN 10:00 ~ CLOSE 17:00 (tentative)
Dresses
6 styles, 12 dresses
Venue
Sombreuil
Location/Access
1 Fujimi, Chiyoda-ku, Tokyo 102-0071
New Brand 'by DRESSY' Debuts from PLACOLE & DRESSY
Until now, PLACOLE & DRESSY has collaborated with numerous dress manufacturers on wedding dresses. 'by DRESSY' emerged as an extension of that experience, going beyond collaborations to become a unique wedding dress brand designed from scratch. We confronted three realities that no one had fully addressed before: the real concerns of brides, the voices from dress shop floors, and the gap between social media and reality. By addressing all of these, we have created dresses that are truly chosen, with our own hands.
Designed from the Realities of Both Brides and Shops
The greatest feature of 'by DRESSY' lies in the very process by which the dresses are created. We asked bride users about their "real concerns" experienced during fittings and dress selection, and dress shop/buyer professionals about the dresses they truly "want and wish to buy" on site. We overlaid both sides' feedback to inform the design of 6 styles and 12 dresses. Our aim is to create dresses that are not just photogenic on social media, nor just sellable in stores, but are genuinely chosen by both the wearers and the providers. We extend our sincere gratitude to all the brides, shops, and buyers who cooperated.
Partner: KURAUDIA
The partner for 'by DRESSY' is KURAUDIA Co., Ltd., a top manufacturer founded in 1974, which has led the wedding dress industry for 50 years. With KURAUDIA's reliable craftsmanship and industry-leading quality, our envisioned concepts have been carefully brought to life, one dress at a time.
KURAUDIA Official Website
KURAUDIA Instagram
Why PLACOLE & DRESSY is Launching an Original Brand
As Japan's largest wedding platform with SNS and media presence, and real-world touchpoints, we have accompanied brides through every stage of their consideration process. This unique position allows us to receive the "true feelings of brides" and the "true feelings from the field" at the closest possible distance. There are dresses that can only be created from this position ── that is the starting point for the birth of 'by DRESSY.'
▪️Japan's Largest Reach x Media Influence
Over 2.55 million total SNS followers. We boast the largest scale as a wedding media in Japan. Overwhelming reach through multi-channel deployment: We operate multiple channels such as Instagram / TikTok / YouTube, reaching a wide range of brides from initial consideration to decision-making stages. We design consistent flows from our own media x SNS, seamlessly connecting awareness to decision-making.
▪️Action Conversion Leveraging Real Touchpoints
We operate wedding venue consultation counters in Yokohama / Nagoya / Osaka. We possess a conversion funnel that turns online interest into in-store visits and contract signings.
▪️Fostering Aspiration through Experiential Value
We operate dress exhibition cafes in Kamakura / Nagoya / Osaka. Through spaces where dresses can be physically experienced, we foster "aspiration" for weddings and dresses among Generation Z, also playing a role in nurturing the market itself.
Thoughts Behind the Brand Name 'by DRESSY'
One is the sentiment of "casting a sparkling magic" that DRESSY has cherished. So that at the moment a bride puts on the dress, she can be adorned with special sparkle during her most radiant time. The other is the value that only DRESSY, which has created trends, can deliver. Walking alongside a community of 2.55 million brides and shaping "now" from real voices, we believe there is a dress that only we can propose. These sentiments are embodied in the name 'by DRESSY.'
Exhibition Information
The collaborative dresses we have created are scheduled to be unveiled on Tuesday, June 2, 2026. On that day, an exhibition for industry professionals such as wedding venues and dress shops will be held in Tokyo. PLACOLE & DRESSY will also pre-release the completed wedding dresses. Please check out the article!
Date and Time
Tuesday, June 2, 2026
OPEN 10:00 ~ CLOSE 17:00 (tentative)
Dresses
6 styles, 12 dresses
Venue
Sombreuil
Location/Access
1 Fujimi, Chiyoda-ku, Tokyo 102-0071