In an exclusive first look, designer Hayley Paige is tossing out traditional bridal sizing and replacing it with something far more poetic: flowers! Her new fit philosophy, Fleur Couture, reimagines the dress shopping experience — not just how soonlyweds are sized, but how they are seen.
In a fashion industry known for clinging tightly to numbers, Hayley Paige is doing what she’s always done best: breaking the rules with flair.
Her latest move may be her most radical– and romantic — yet. Announced exclusively to Love Inc., Paige has officially debuted Fleur Couture, a fresh fit philosophy that redefines bridal sizing. Gone are the numbered charts that often feel clinical and constraining. Paige has swapped the numerical sizing for a floral-inspired system that celebrates individuality, artistry, and self-love.
Your body was never meant to be confined to a number. It's how you fit—not how you’re fit into something.”
Tossing Out the Size Chart
For years, wedding dress sizing has felt like a necessary evil. Soonylweds are often confronted with confusing conversions, inflated sample sizes, and a pressure-cooker of expectations around what that one little number might mean.
But Hayley Paige is challenging the very foundation of it all. As she explains it: wedding dresses are already made to order. You’re already providing your measurements. So why not build a system rooted in those measurements rather than a number? “A size chart is just a tool for categorizing,” Paige explains. “But if we have to categorize, why not use something more romantic, radiant … and blooming with personality?” she explains.
The result: Fleur Couture. A fit model based not on numbers, but on flowers—each one representing a different cluster of measurements. Think of it like your very own floral identity, designed to honor your proportions, not shrink them into a box.
Meet Your “Fleur”
With Fleur Couture, each soonlywed is assigned a “fleur” — a flower that corresponds to their measurements and serves as their sizing identifier throughout the process. Whether you’re a Peony or a Marigold, an Iris or a Poppy, your fleur is unique to you and comes with none of the stigma or comparison that traditional sizing can carry.
This new model turns the idea of sizing into something celebratory rather than restrictive. It's a poetic shift in how we talk about fit — one that mirrors Paige’s long-standing ethos of magic, individuality, and artistry. .
The Fit Process
So how does it actually work?
When a soonlywed shops Hayley Paige, her measurements will be taken as usual. Instead of being matched to a number, she’ll be assigned a fleur from the Fleur Couture chart (above), each one rooted in real dimensions, but free from numerical hierarchy. From there, the gown will be made to those specs, and the final fit can be fine-tuned during alterations.
This system doesn’t eliminate precision; it enhances it. But it also removes the emotional baggage that can come with a number on a chart. It’s a subtle yet powerful change that reframes the dress shopping experience from the very first step.
Rooted in Inclusivity
While many designers have made strides in expanding size ranges, few have challenged the concept of sizing itself. Paige’s Fleur Couture system doesn’t just allow for more inclusive sizing … it questions the need for the number system at all, particularly one that is notorious for being wildly different than off-the-rack sizing. This is especially meaningful in bridal, where emotions run high, and self-image can feel fragile.
Have you ever thought… what even is a dress size? It’s just a made-up, ever-increasing number loosely tied to your measurements. Speaking for myself here, but sometimes it feels more like a buzzkill than a bespoke experience.”
It’s not just a size-inclusive model. It’s a mindset-inclusive one.
A Personal Evolution
The launch of Fleur Couture also reflects Paige’s evolution as a designer and individual. Known for her whimsical, joyful aesthetic, she’s always brought a deeply personal approach to bridal fashion. After debuting her first collection post-legal battle for control over her brand and name, she's returning to the industry with an even stronger sense of purpose.
Fleur Couture, then, is more than a sizing philosophy. It’s a statement of values. A reminder that how we measure worth — of a dress, a body, or a person — should never come down to numbers alone. It's rewriting the rules in a way that's more artistic, more inclusive and more human.
Romantic by Design
Of course, Fleur Couture is more than just a concept. It’s a full-on aesthetic. Each fleur in the chart is not just a category, it’s an identity. Soonlyweds can learn about the flower associated with their fit, making the experience feel more like self-discovery than self-scrutiny.
Imagine opening your custom order and seeing a beautiful illustration of your assigned fleur. Maybe it’s a Rose — strong and bold; or a Wisteria, graceful and flowing. Each one tells a story. Each one blooms differently.
It’s branding meets botanicals and it’s deeply aligned with Paige’s signature storytelling style.
What This Means for the Industry
Fleur Couture isn’t just a novelty, it’s a challenge to the entire bridal sizing system. And if it catches on, it could mark a seismic shift in how designers think about fit, identity, and body image in the wedding space.
While other designers have championed inclusive sizing or added language around “real brides,” few have dared to completely throw out the chart. Paige is not just offering new sizes, she’s offering new language. And that kind of reframing has the power to transform how soonlyweds feel in their bodies.
As more soonlyweds demand personalization, this approach feels not only timely, but inevitable.
What You Can Expect
The Fleur Couture system will be available for all new Hayley Paige bridal orders. During your measurement consultation, your fitter will assign you your fleur based on your proportions, not your dress size.
You’ll receive information about your fleur, how it relates to your dress construction, and a beautifully branded moment that turns something once fraught with anxiety into a joyful rite of passage.
For tailors and alterationists, the process remains familiar: they’ll work off the same measurements and adjust as needed. But the emotional framework — the narrative around the fit — will be entirely different.
And that matters.
A Blooming Future
Hayley Paige has always made bridal feel like a fantasy. But with Fleur Couture, she’s making sure that fantasy includes everyone, and that it begins not with judgment, but with joy.
In a world where we are so often measured, compared, and labeled, Paige is offering a fresh perspective: one where identity blooms beyond numbers, and beauty can’t be quantified.
“Numbers don’t tell the full story. But flowers? They’re a whole vibe, ALIVE, and ever-changing.”
Hayley Paige’s Fleur Couture isn’t just a new approach to sizing. It’s a love letter to the people wearing her gowns, a promise that their bodies won’t be measured against outdated norms, but celebrated for their natural shape and spirit. It’s radical. It’s romantic. And it’s long overdue.
Cover Photo by La Via Visual
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