Chloe is Bridal Week’s Senior Marketing Executive. In the lead up to the show, she tells us her days are all about momentum and mood-setting; she has a clear focus on shaping the story of the show before anyone even walks into the event. “I ensure every touchpoint of the marketing campaign feels intentional and exciting,” she says. “My role is fast, creative and collaborative, but marketing’s goal is always the same – to communicate the energy of Bridal Week London and make you fall in love with it as much as we do!”

One of Chloe’s key responsibilities is overseeing the overall brand and visual experience of the exhibition, particularly how it comes to life through marketing, signage and digital platforms. “That’s the first impression our guests have of Bridal Week. A cohesive, well-considered visual identity sets the tone before anyone even steps through the doors, helping attendees feel inspired and immersed in the event from the moment they arrive.”

An Immersive New Setting

Looking at the show’s new location, The Truman Brewery in east London, Chloe is excited to share the buzz of the neighbourhood with visitors. “It creates a fully immersive buying experience that goes beyond the show floor, and into the city itself,” says Chloe. “It allows us to offer a more vibrant, social and fashion-forward environment that wasn’t possible before.”

Immersion is a word she uses deliberately. “Introducing our tarot reading sessions will really capture the spirit of this year’s event – tarot is a mix of creativity, intuition and inspiration and that’s exactly what we want to curate this season,” says Chloe. “Seeing people engage with these new feature spaces will be a highlight!”

For Chloe, the show’s reimagining is about evolution rather than reinvention. “Reimagining something so well known and loved comes with its challenges – we want to push forward and be innovative and fresh, but also at our core, continue being the show that the industry knows and trusts. We want to take both our designers and buyers on this exciting new journey with us and evolve as a community.”

Question Time

What’s your best piece of advice for buyers to get the most out of Bridal Week London?

“Definitely go in with a plan – there’s so much on offer at Bridal Week, and it’s so important to manage your time – but please leave space to explore. We have so many exciting up-and-coming new names and features, so we want you to allow yourself to be inspired by something unexpected. Slow down, swing by one of our onsite lounges and discover some new pieces you might have otherwise missed.”

WORDS Anna-Marie DeSouza