Privacy & your photos

We’ve written this in plain English, because we believe you deserve to understand it.

Last updated 10 June 2026

How accurate is the try-on?

The try-on is a computer-generated visualisationto help you imagine how a style might look on you. It is an approximation to help you decide, not a precise representation, and we don’t guarantee the real gown will match it:

• • It is not an exact likeness of the dress. Fabric, cut, colour, length, beading and fine detail can differ from the real gown.
• • It is not a fitting or a measurement. It cannot tell you your size, or how a gown will actually fit, drape or feel in person.
• • It may not perfectly reproduce your own appearance— treat the person in the image as an indication, not a portrait.

Always rely on seeing and trying the dress in store where possible, and on the boutique’s advice, before making a decision.

Who we are

BrideTry (“we”, “us”) provides the virtual try-on experience embedded on partner bridal boutique websites. BrideTry is operated by Readiscover Ltd (registered in England & Wales; registered office 20 Wenlock Road, London, England, N1 7GU). For anything to do with your data or this notice, contact us at hello@bridetry.com.

For the try-on itself, BrideTry decides how your photo is handled, so we are the data controller for that processing. The boutique whose website you used is a separate controller for its own dealings with you (for example your appointment booking or enquiry). Their own privacy notice covers that.

What we collect

The photo you upload of yourself, and the try-on image (and any video) we generate from it. We also process basic technical information needed to run the service securely (for example your device’s IP address in server logs). If you proceed to book an appointment or make an enquiry, it is handled by the boutique on its own forms.

When you tick the box to confirm, we keep a short record of your consent so we can show it was given: the date and time, which version of this notice you agreed to, the boutique site you used, your browser type (user-agent), and a shortened, anonymised form of your IP address (we never store the full address). This record does not include your name, email or your photo.

Why we use it, and our lawful basis

We use your photo for one purpose: to generate a virtual try-on of you wearing the selected gown, for you to view and optionally share. Our lawful basis under UK GDPR is your consent, which you give by ticking the box before you generate a try-on. You can withdraw it at any time (see Your rights below); withdrawing does not affect processing already carried out.

We use your photo only to create a new image. We do not build a facial “fingerprint”, and we do not use it to identify, recognise or match you against anyone. Providing a photo is entirely optional; if you do not provide one, you will not receive a try-on.

How we handle your photo

Your photo is uploaded over an encrypted connection and is not stored on our own servers. The temporary copy used to send it for processing is deleted immediately afterwards.

To generate your try-on image, your photo is sent to a trusted, enterprise-grade AI provider solely to create your try-on. Under our paid-tier agreement your photo is not used to train AI models or to improve any product. The provider retains the request only for security and abuse-prevention, then deletes it.

Your finished try-on image is not stored on our servers at all. It is created and sent straight to your browser, and when you share it you share the image file itself. If you animate it into a short video, that clip is held only long enough for you to view and share it, then automatically deleted within an hour. More details can be provided upon request.

Our website is hosted by a trusted hosting provider that processes data only on our instructions.

How we keep your photo safe

• • Your photo is never stored on our servers and is sent only over an encrypted (HTTPS) connection.
• • It is used only to generate your try-on, and never to train AI or to improve any product.
• • We do not use it to identify or recognise you. There is no facial recognition.
• • We build only on SOC 2-certified infrastructure. Our hosting and AI providers are independently audited to SOC 2 standards.
• • Our AI provider is certified under the EU-US Data Privacy Framework (UK extension), so your data is protected when it is processed outside the UK.
• • Readiscover Ltd is registered with the UK Information Commissioner’s Office (ICO).
• • You can withdraw consent and ask us to delete your data at any time.

Sending data outside the UK

Our AI and hosting providers, and their own sub-processors, operate outside the UK, including in the United States. Where data leaves the UK we rely on the safeguards recognised under UK data protection law (such as the UK International Data Transfer Agreement / Addendum, or the UK–US Data Bridge where a provider is certified). You can ask us for details of the safeguards in place.

How long we keep your data

Your uploaded photo: never retained by us; retained by our AI provider only for security/abuse-prevention, then deleted. Your generated try-on image: not stored by us at all. Any video: auto-deleted within an hour. Your consent record: retained as evidence that you consented, for as long as we may need to demonstrate it, and no longer. Basic server logs: only as long as needed to run and secure the service.

Your rights

Under UK data protection law you have the right to access your data, to have it corrected or erased, to restrict or object to its use, to data portability, and to withdraw your consent at any time. To exercise any of these, email hello@bridetry.com. Because your photo is deleted quickly, there is usually nothing left for us to retrieve, but we will always confirm and act on your request.

We are registered with the UK’s Information Commissioner’s Office (ICO). If you are dissatisfied with how we have handled your data, you can complain to them at ico.org.uk.

Cookies

The try-on uses only the storage strictly necessary to make it work. We do not set advertising cookies. If we add optional analytics in future, we will ask for your consent first.

Children

The try-on is intended for adults shopping for wedding attire and is not directed at children.

If you join our notify list

If you ask us, on our For brides page, to tell you when a boutique near you offers BrideTry, we keep the email address you give us and the optional area you enter, for that one purpose. Our lawful basis is your consent, which you give by ticking the box. We use it only to email you about BrideTry availability, we never sell or share it, and you can unsubscribe or ask us to delete it at any time by emailing hello@bridetry.com. We keep it until you unsubscribe or ask us to remove it.

Changes to this notice

We may update this notice as the service develops. We will change the “last updated” date above when we do.