Last updated 15 October 2026
This policy explains what personal information Bridal Voir collects, why, who we share it with, and how long we keep it. It covers brides using the “Wear It” try-on on a boutique’s website, brides using it on Bridal Voir’s own site, and boutiques signing up for it.
In short
- We ask you to confirm the photo is yours (or that you have permission) before you add it, and we only use it to create your preview.
- We don’t identify you from your photo, create facial-recognition data, sell your photo, share it with the boutique, or use it to train AI models.
- Your photo and preview are deleted automatically after 7 days (or, on bridalvoir.com, when you delete them).
- The previews are made by AI. They show how a dress could look on you; fit, colour and detail can differ from the real dress.
Brides using the try-on
Your photo. When you tap “Wear It”, the photo you chose and the boutique’s dress photo are sent to our server and on to our AI provider, which creates your preview. We use your photo only to create that preview. We don’t use it to identify you, don’t sell it, don’t share it with the boutique, and don’t use it to train AI models.
Your consent. Before you add a photo for the first time, we ask you to tick a box confirming that the photo is yours (or that you have permission to use it) and that you’re happy for us to use it to create your try-on. You can only continue once you’ve ticked it.
No facial recognition. We don’t create or store facial-recognition data, face templates or any other biometric profile from your photo. We use it only to make the preview you asked for.
How long we keep it. We keep your photo and your preview with our AI provider for 7 days, and then they are deleted automatically. Our own server doesn’t save them. Our AI providers may separately keep the images for up to 30 days to check for misuse, and then delete them. Your browser keeps a copy of your photo until you close the tab, so you can try more dresses without uploading it again. You can also remove it yourself with the × on the photo.
What we record about each try-on. To enforce each boutique’s limits, prevent misuse and be able to tell a boutique how many try-ons have been made, we keep a short record of every try-on: which boutique, the website and page it was made on, the name of the dress, and whether it worked. We also keep two scrambled codes, one made from the random ID in your browser (see “Your browser’s storage” below) and your internet address, and one from your internet address alone. They are scrambled with a secret key, so we don’t keep your internet address itself, and they let us spot repeated misuse. The record contains no photos.
Brides using the try-on on Bridal Voir’s site
Your account. To try dresses on bridalvoir.com you sign in with your email address. We use it to run your account, keep your photos and looks together, and count how many try-ons you have left.
Your photos and looks. The photos of yourself you add (a front photo and, if you like, a back photo) and the looks we create from them are saved in your account, so they’re there next time you sign in. Only you can see them. Creating a look works the same way as on a boutique’s website: your photo and the dress photo go to our AI provider, which keeps them for 7 days and then deletes them automatically (our AI providers may separately keep them for up to 30 days to check for misuse). We use your photos only to create your looks. We don’t use them to identify you, don’t sell them, don’t share them with any boutique, and don’t use them to train AI models. The same consent box and the same “no facial recognition” promise as above apply.
Your favourites and lookbook. If you mark looks as favourites or download a lookbook, your favourites are saved in your account. The lookbook is put together in your own browser and saved to your device; we don’t keep a copy.
How long we keep them. We keep your photos and looks until you delete them or close your account. You can delete a photo with the × on it, and a look with the × on the look. To close your account and delete everything, email hello@bridalvoir.com from the address you sign in with.
Boutiques signing up
When you generate your script we collect your boutique’s name, website address, email address and website platform, plus the date you accepted our terms. We use this to run your account, email you your script and updates about the service, and contact you about your account. We keep it while you take part and delete it when you ask us to.
Your dress photos. The try-on uses the dress photos already on your website, which we send to our AI provider to create brides’ previews. You are responsible for having all the rights and permissions needed for your dress photos to be used this way, including any needed from the designers, photographers and models who appear in them. If you aren’t sure you have them, please check before you add the script, or email us and we will switch it off for those photos.
We may tell you how many try-ons have been made on your website. We don’t give you, and don’t ask you for, any bride’s photo, name or email address, and we don’t pass on her scrambled codes.
Other information we keep
Error reports. If something goes wrong in the try-on on your device (for example, it crashes), your browser sends us a short report so we can fix it: the error message, the website and page you were on, and your browser and device type. It contains no photos.
Feedback. If you send us feedback from the “Feedback” link, we keep what you write, your email address if you choose to give one, and the page you were on, the dress you were looking at and your browser type. If you tap a thumbs up or down on a look, we keep which dress it was and which of your photos was used, not the photo or the look itself. We use feedback to fix problems and improve the service, and to reply to you if you gave an email. We don’t share it with boutiques.
Your browser’s storage. The try-on keeps two kinds of information in your browser. First, your photo, your queue of dresses and your choices are kept for the visit, so they’re still there when you move between dresses; this is cleared when you close the tab. Second, a random ID, with no link to your name or email, is kept until you clear your browser’s data. We use it only to apply the daily limit on try-ons and to spot misuse. You can clear it at any time in your browser settings.
Why we use your information
- Your photo, to make your preview. Your consent, which you give by ticking the box. You can withdraw it at any time by deleting your photo or emailing us.
- Your account and your saved photos and looks. To provide the service you asked for.
- Try-on records, error reports and limits. Our legitimate interest in keeping the service secure, working and free from misuse.
- Feedback. Our legitimate interest in improving the service, and your consent for the email address if you give one.
- Boutiques’ details. To run the pilot we agreed with you.
Who we share it with
We don’t sell your information. We use other companies to run the service, such as for creating the previews, hosting, storing data, sending email and analytics. They handle your information only on our instructions and to provide those services. We don’t share your photos with boutiques. We may share information if the law requires it.
Outside the UK. Some of these companies, including our AI provider, are based in or process information in the United States and other countries outside the UK.
Keeping your information safe
- Everything is sent over encrypted connections.
- On bridalvoir.com, your photos and looks are stored privately in your account, and only you can see them.
- One boutique can’t see another boutique’s information.
- We keep photos for as short a time as we can: 7 days with our AI provider, and not at all on our own server for boutique try-ons.
- We limit how often a try-on can be made, to stop misuse.
No system is completely secure. If something goes wrong that puts your information at risk, we will tell you and the ICO where the law requires.
Children
Bridal Voir is for people aged 18 and over. We don’t knowingly collect information from children. If you think a child has given us information, email us and we’ll delete it.
Your rights
You can ask us to show you, correct or delete information we hold about you, or object to how we use it. Email hello@bridalvoir.com. We’ll reply within one month. You can also ask us to restrict how we use it, to give you a copy you can take elsewhere, and to withdraw your consent at any time. If you’re unhappy with how we handle your information, you can complain to the Information Commissioner’s Office (ico.org.uk) or your local data protection authority.
Changes to this policy
If we change this policy in a way that matters, we’ll update the date at the top and, for boutiques and for brides with an account, tell you by email.