BRAND STRATEGIST
AMANDA LAPIN
ANTHROPOLOGIE BRIDAL
In America, brides traditionally wear white dresses, which is deeply ingrained in the culture. However, brides from other cultural backgrounds often struggle to find a dress that connects with their heritage.
US BRIDAL STORES ONLY MAKE PRODUCTS BASED OFF OF US WEDDING CULTURE
THEY DON’T MAKE BRIDAL CLOTHING BASED OFF OTHER RELIGIONS WEDDING TRADITIONS
ASK
Promote Anthropologie’s Bridal Section
PROBLEM
For years, American brides have worn the same thing. An all white dress. White is classic, elegant and timeless in the bridal category but, not every culture views white as being the go to bridal dress color. So when brides from other cultures go dress shopping in the United States, they struggle to find a wedding dress that not only reflects their personal story as a bride but one that also pays homage to their other culture’s bridal traditions.
In an ocean of white, many brides struggle to find a wedding dress that truly reflects their personal story and cultural identity
RESEARCH TACTICS
We started by surveying recently engaged, recently married and long term married brides to explain their experiences when they were wedding dress shopping for themselves. This was then followed up by cultural wedding research. We focused on other religious wedding ceremonies to see what those brides were wearing to reflect their culture on the big day and lastly we spoke to wedding photography employees at Anthropologie to ask them about how often they saw anything else besides a white dress in the bridal section.
Asking a bride about her big day prep
TARGET
Our brides with rich cultural backgrounds often feel unseen by typical bridal shops. To them, a wedding dress is more than just a dress—it’s a reflection of their heritage. Every color, detail, and design is selected with care to honor the traditions of their culture, creating a gown that tells their unique, personal story.
Culturally Influenced Brides
INSIGHT
It is not just clothing, it is personalized symbol of different cultures wedding traditions coming together
STRATEGY
Creating wedding couture for the culturally involved bride
SOLUTION
hUe by Anthropologie
THE WORK
NEW PRODUCT LINE
*All work was generated with the help of AI
TECH ENABLED MIRROR IN-STORE
This innovative digital mirror was designed to embrace brides from all wedding cultures. It allows you to see yourself in a virtual Anthropologie wedding dress while also offering personalized style recommendations based on your emotions, preferences, and cultural influences. Whether you're drawn to a traditional, modern, or culturally significant look, the mirror adapts to your unique vision, ensuring a tailored bridal experience that celebrates your heritage and personal style. To them, a wedding dress is more than just a dress—it’s a reflection of their heritage. Every color, detail, and design is selected with care to honor the traditions of their culture, creating a gown that tells their unique, personal story.
THE SOUNDTRACK OF STORIES
This auditory experience celebrates the rich cultural diversity of brides, offering an intimate look at the meaning behind their wedding dress and its colors. Each voice recording captures how these dresses represent not only personal style but also deep emotions, cultural traditions, and significant life moments, creating a powerful connection to the varied paths that lead to a bride’s big day.
Team Members
Agrim Prakash (ST)| Julia Daum (ST) | Monica Bains (AD) | Amanda Lapin (ST)
My Role
Strategic Storytelling, Target Audience Development, Qualitative and Quantitative Research and Creative Brief Creation