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In the world of bridal fashion, every detail matters—from the lace on a sleeve to the smile on a bride’s face. But what truly sets a bridal brand apart is how it makes every bride feel seen, celebrated, and beautiful. For Maggie Sottero, inclusivity isn’t just a tagline—it’s a guiding principle.
Founded in 1997, Maggie Sottero has built its name on romantic, figure-flattering gowns designed with elegance and heart. With a family-led team and three signature labels—Maggie Sottero, Sottero and Midgley, and Rebecca Ingram—the brand has long served brides around the globe. But in an industry often critiqued for narrow beauty standards, Maggie wanted to go a step further: highlight their commitment to custom sizing and accessibility in a way that felt real.
How can a bridal brand meaningfully spotlight its values of inclusivity and custom-fit fashion in a saturated and image-conscious industry?
Instead of spreading the campaign across dozens of influencers, Maggie Sottero focused on depth over reach. They built an intentional, long-term partnership with one standout voice: Blerona “Lona” Krivanjeva. With over 4 million followers and a strong presence in the dwarfism community, Lona’s story aligned perfectly with Maggie’s mission of designing gowns for every body.
What followed was more than a marketing campaign—it was a love story, captured in real-time.
From her first try-on to her walk down the aisle, Lona documented her wedding dress journey in a touching TikTok series. Each post allowed followers to experience the magic with her—celebrating her joy, her gown, and the brand that made it all possible. The campaign struck an emotional chord, proving that storytelling—when done authentically—can resonate far beyond traditional bridal marketing.
Lona’s story generated over 564K views and 68K likes, capturing hearts and sparking conversations. Maggie Sottero didn’t just gain engagement—they earned admiration, culminating in the International Inclusion and Diversity Award at the 2024 Bridal Buyer Awards.
“Creator.co makes it easy to find new creators that are high quality.”
— Savannah Young, Sr. Director of Digital Marketing
Sometimes, one powerful voice can say more than a thousand. By centering a campaign around a truly authentic creator, Maggie Sottero didn’t just promote custom sizing—they created a moment that mattered. Because in bridal fashion, the best stories are the ones that feel personal.
