Vera Wang called off the fitting fee policy at her Shanghai flagship store on Wednesday, less than two months after it was established at the newly opened store.
The policy triggered a wave of criticism on the Internet.
Wang's Chinese store, the largest in the world, was the only store to impose a surcharge of 3,000 yuan ($483) to try on an unrestricted number of dresses for one and a half hour, an attempt to prevent counterfeiters from copying models.
"Yes, the fee was abolished this morning, after we were told to do so by our American headquarters," a spokeswoman for Vera Wang China told China Daily, adding that the decision was to "unify global services standard."
Fittings of gowns costing $3,000 to $30,000 are still by appointment only at the China store, as elsewhere.
The company's spokeswoman predicted that the waiting days for fittings may become much longer as the store's reception capacity is "limited ".
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