Visibility is the first step towards inclusivity – we feel this is something undeniable. So when Maggie Sottero told us about its Love for ALL campaign, we knew it was going to be something special. We sat down with Christina Blanchette, VP of Sales and Marketing at Maggie Sottero, to discuss how the brand is championing representation, authenticity and self-expression for every kind of bride. 

The next issue out Bridal Buyer, out in June, will explore the campaign in depth, but we couldn’t resist asking a few special questions to get to grips with the heart behind the campaign. Enjoy our no-nonsense, exclusive conversation, which explores the campaign’s mission to celebrate love without limits and redefine outdated, unwanted, beauty standards.

What does it really mean to you to design a dress for every bride?

Designing a dress for every bride means honouring the beautiful diversity of love stories and the people who live them. At Maggie Sottero, it’s in our DNA – rooted in generations who understand just how meaningful this moment is. We don’t believe in a one-size-fits-all version of beauty or love. Whether a bride is traditional or modern, planning a lavish or an intimate celebration, looking for timeless elegance or bold individuality, we want them to feel seen, celebrated and absolutely stunning.

This campaign is aiming to reshape the industry – why did Maggie Sottero feel now was the moment to say, “Love for ALL”?

Now more than ever, brides are rewriting the rules – embracing who they are, how they love and what makes their story uniquely theirs. Maggie Sottero felt this was the moment to say “Love for ALL” because today’s bride isn’t looking to fit into a mould – they’re ready to break it. “Love for ALL” is more than a campaign – it’s a call to action. It’s about championing self-expression, honouring every kind of love, and reminding every bride that they don’t have to conform to be celebrated. Whether they’re curating a look that reflects their culture, identity, or simply what makes them feel unstoppable, we’re here to say: You are enough. You are beautiful. And you deserve to say yes to YOU!

Tell us why older brides, different cultural traditions and people with different abilities, shapes and sizes have overlooked in mainstream bridal? Why is representation so important from your perspective? 

Representation is powerful. It allows brides to see themselves in the narrative of what a wedding day can look like. When diversity is authentically included – across age, ability, culture, and body type – it helps open the door to joy, confidence, and true self-expression. Every bride deserves to feel like they belong, not just in a dress but in the story about love, beauty, and celebration.

What can UK bridal boutiques do today to be part of the movement – not just the marketing? Does it all start with listening and learning?

Absolutely! It starts with listening, but it can’t stop there. For UK bridal boutiques to truly be part of the movement, not just the marketing, they must create spaces where every bride feels welcomed, respected, and celebrated. That means actively seeking to understand their needs, experiences, and barriers. It’s about asking the right questions, staying curious, and being willing to evolve.

Representation in sample sizing, mannequin displays, and marketing matters, as does the in-store experience. Are stylists trained to support brides of all body types? Are boutiques carrying gowns that reflect a range of sizes, cultures, modesty preferences, or accessibility needs? Do all brides feel emotionally safe and genuinely seen when they walk in? Boutiques have the power to turn ideas into action. By choosing to stock inclusive styles, partnering with diverse creators, and amplifying real stories, not just the ones that fit a narrow aesthetic, they become part of lasting change.

If there’s one message Maggie Sottero wants every bride and retailer to hear, what is it?

Every love story deserves to be seen, celebrated, and styled with intention!

Words Anna-Marie DeSouza

Images Michelle Baughan 

Hair & Makeup Krystle Randall Lexi Harker Keri Hatfield

Florals Holland Events

Models Jessica Clugston; Ronda Davis; Jezra Williams; Glenda Debellevue; Roqaiah Odeh; Lona Krivanjeva; Kylie Smith