Bridesmaid dresses are one thing. A wedding dress is a bigger purchase with a pickier buyer, so the launch had to earn trust fast.
Brideside was known for bridesmaid dresses. Expanding into bridal with Brideside BRIDE and its showrooms meant winning over brides making a higher-stakes, more emotional purchase, from a brand they knew for something else.
In bridal, trust comes from voices brides already follow.
so we borrowed some credibility ↑Launch through cultural relevance and real partnerships instead of traditional bridal marketing: comedy that felt like the internet brides already loved, a celebrity stylist who brought fashion credibility, and in-person events that gave them a reason to book.
To debut the NYC showroom, we partnered with Betches Brides and brought in comedic talent and influencers. The tone stayed irreverent and real, the opposite of glossy bridal ads, and every post pointed brides straight to booking an appointment.
Celebrity stylist Micaela Erlanger, who dresses Lupita Nyong'o and Lucy Hale, designed a capsule for Brideside's exclusive Ellera line. I handled all event branding across the showroom and digital, adding the fashion credibility a new bridal brand needed.
Pop-up trunk shows with guest designers like Beccar gave brides a reason to visit the showrooms, and email built around each collection turned interest into appointments.
