Privacy & your photos

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

Last updated 14 October 2026

How accurate is the try-on?

The try-on is a computer-generated visualisation to 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. If you choose to see yourself at your own venue, we also receive the photo of your venue you upload. 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. If you do book through the boutique’s online booking, we note that a booking was made after your try-on, so the boutique can see how many brides go on to book. We record only an anonymous code for your visit, never your name, email or the details of your appointment.

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, when you try on online, is held in private storage only while your try-on is made, then deleted straight away; if anything goes wrong, it is deleted automatically within the hour. (In a boutique it is kept for your appointment only, unless you ask the boutique to keep it: see Trying on in a boutique.)

To generate your try-on image, your photo is sent to OpenAI, our image-generation provider, solely to create your try-on. OpenAI is our main provider: if it can’t create the image (for example an outage or an error, or if it declines the request), the same request is sent to Google (Gemini) instead. Short videos are always made by Google. Neither provider uses your photo to train its models or to improve its products: OpenAI does not train on data sent through its business API, and Google does not under our paid-tier agreement. Each keeps the request only for security and abuse monitoring, then deletes it: OpenAI keeps it for up to 30 days, and Google for a limited period.

Your finished try-on image is not kept on our servers. It is held privately only until your browser collects it, usually a few seconds (and deleted automatically within the hour if it never does), 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.

If you choose to see yourself at your own venue, the photo of your venue is handled in exactly the same way as your own photo: it is sent securely to the same providers (OpenAI, or Google if OpenAI can’t create the image) only to create that one image, is held only while that image is made, then deleted, and is not used to train their models. We ask for a photo of the space itself, ideally without other people in it. Seeing your try-on in one of our suggested settings works the same way: your try-on image is sent to the same providers only to create the new picture, and is held only while it is made.

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

Trying on in a boutique

Some boutiques offer the try-on during your appointment: a stylist takes one full-length photo of you on the boutique’s iPad, and your try-ons appear on a screen in the boutique. Before any photo is taken, you confirm on the iPad that you are 18 or over, that the photo is of you, and that you agree to it being processed. We record when you agreed and which version of this notice you agreed to.

Because you try several gowns from one photo, your photo is kept for your appointment only, in private storage that is not publicly accessible. The try-on images made during the appointment are kept the same way, so the stylist can show them on the boutique’s screen. They can be opened only by the boutique’s signed-in team, that boutique’s own paired screen, and BrideTry, which runs the service. Your photo is sent to the same providers, in the same way as above, only to create your try-ons, and is never used to train their models.

When your appointment ends, your photo and every try-on image are deleted, unless you asked to keep some of them (see below). If an appointment is left open by mistake, it is ended and deleted automatically, within about four hours of it starting. If a deletion doesn’t complete first time (for example a brief storage outage), it is retried automatically until it does. Afterwards the boutique keeps only a short record with no pictures: when the appointment took place, which gowns you tried and which you marked as favourites, and how the appointment went (for example that you chose a gown, or are still deciding). (If you asked to keep your looks, the record is linked to the name and email you gave.) The first name shown on the screen is not kept. The boutique is responsible for its own appointment records, as described in its own privacy notice.

Keeping your photo and favourite looks (optional). Some boutiques let you ask them to keep your photo and your favourite looks for your next visit. This is a separate box you tick yourself on the iPad; it is never ticked for you, and you can try on without it. You give your name and email, so the boutique can find your looks next time and you can manage them. The boutique’s team finds you by your name or email, never by your face. Only your photo from each visit and the try-on images of the gowns you marked as favourites are kept; every other image is deleted as usual. They are kept in private storage that is not publicly accessible, can be opened only by you, the boutique’s signed-in team and BrideTry, which runs the service, and are deleted automatically about 12 months after your last visit (usually within a few days of that date; sooner if the boutique keeps names and emails for a shorter time, as below). When your stylist finishes an appointment where something was kept, we email you a link to see them; no pictures are attached. As with looks by email, the boutique is in charge of what it keeps for you, and we store it on its behalf. Our lawful basis is your consent, given by that separate tick. You can withdraw it at any time by choosing “Delete everything” on My looks, or by asking the boutique; this does not affect your try-on today. Your kept photos and looks are never used for training, and never used to recognise you.

Your “My looks” page. You can see what a boutique keeps for you, and delete it, at any time on that boutique’s My looks page, linked from the email. To open it, you enter your email and we email you a 6-digit code, which works for 10 minutes; the page never says whether an email has anything kept. You then stay signed in on that device for 30 days, unless you sign out, and you can sign out on every device at once. You can delete each photo or look on its own, or choose “Delete everything”, which deletes your photos and looks straight away and your name and email within a day. The boutique can also do this for you if you ask it, or you can email us at hello@bridetry.com.

If you ask for your looks by email

Some boutiques let you have your try-on images emailed to you. If you choose this, you give us your name and email address (and any other details the form asks for, such as a phone number). We use them to send you your looks, and we keep them for that boutique so it can see that you are interested and invite you to an appointment. That is the only reason we hold them: we never use them for anything else, never sell them, and never share them with any other boutique.

Here the boutique is in charge of your details (it is the controller), and we store and send them on its behalf, under a contract, on its instructions. Its own privacy notice, linked where you give your email, explains how it contacts you.

Your email is sent by Resend, our email delivery provider, with your try-on images attached. The images go to your inbox and are not kept by us. Your name and email are stored securely in our database, hosted by Supabase in London.

We keep them for as long as the boutique’s retention setting allows, two years at the most (brides often shop well ahead of the wedding), and then delete them automatically. To have them removed sooner, ask the boutique, or email us at hello@bridetry.com. Once removed, they are deleted within a day.

How we keep your photo safe

• • Online, your photo is never stored on our servers; in a boutique it is kept in private storage for your appointment only, unless you ask the boutique to keep it. It is sent only over an encrypted (HTTPS) connection.
• • It is used only to generate your try-on, and never to train any models 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 image-generation providers are independently audited to SOC 2 standards.
• • Where your data is processed outside the UK it stays protected: Our database is stored in London by Supabase. Google and Resend (our email provider) are certified under the EU-US Data Privacy Framework (UK extension), and for OpenAI we rely on the standard contractual clauses, with the UK Addendum, in its data processing agreement. Supabase’s own support and sub-processors outside the UK are covered by the same clauses.
• • 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 image-generation, hosting and email 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 image-generation provider only for security and abuse monitoring (OpenAI: up to 30 days), then deleted. A venue photo you upload: the same as your own photo. Your generated try-on image: not stored by us at all. Any video: auto-deleted within an hour. In a boutique, your photo and try-on images: kept privately for your appointment only, deleted when it ends, or automatically within about four hours of it starting if it is left open, unless you asked the boutique to keep them. If you asked a boutique to keep them, your photos and favourite looks: up to 12 months after your last visit, then deleted automatically; deleted straight away if you or the boutique delete them. The in-store appointment record: dates, gowns tried, favourites and how the appointment went, with no pictures; linked to your name and email only if you asked the boutique to keep your looks. Your name and email, if you ask for your looks by email or ask a boutique to keep your looks: kept for the boutique for up to two years after you first gave your details, or after your last visit if that is later (sooner if the boutique’s own setting is shorter), then deleted automatically; deleted within a day if you or the boutique ask sooner. A code to open My looks: works for 10 minutes, and is deleted within two days, with the record that it was asked for (your email and network address, kept in a scrambled form, only to stop repeated tries). 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 (unless you asked a boutique to keep it), 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 you open a boutique’s My looks page, a cookie that is strictly necessary keeps you signed in on that device for 30 days, until you sign out. If we add optional analytics in future, we will ask for your consent first.

To protect the service from automated misuse, if activity looks unusual we may run a quick, invisible check from Cloudflare (Turnstile) before creating more try-ons. It uses technical details from your browser (such as your IP address and browser type) only to tell a person from an automated script, not to identify, profile or target you, and it never sees your photo. Cloudflare also uses these details, as its own separate controller, to improve its bot detection; see its Turnstile privacy notice. Cloudflare is certified under the EU-US Data Privacy Framework (UK extension).

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.