Bridal designers throw open doors to real brides, rejecting industry norms
Forget the stuffy presentations – Tanner Richie and Fletcher Kassel of Tanner Fletcher are rewriting the rules of bridal week. On the last day of the frenzy, they hosted a remarkably intimate wedding fair at Nine Orchard, inviting engaged couples and a carefully curated selection of Etsy vendors to a celebration entirely focused on the soon-to-be-married.
A refreshing shift in the bridal landscape
The event, a direct response to Kassel and Richie’s own recent engagement, felt less like a sales pitch and more like a genuine connection. “We just went down this rabbit hole of planning a wedding ourselves,” Kassel explained to Vogue. “It was a really organic process – finding the right people, the right vendors – and we realized there wasn’t a space for this kind of direct engagement.”
The fair showcased not only the designers’ new wedding and event collection – a whimsical blend of ‘English countryside’ aesthetics and French antiques – but also provided a platform for local artisans. David Watkins of RigbyLeighJewelry, for example, presented bespoke pieces featuring Montana sapphires, emphasizing the importance of handcrafted artistry. Katie Rhee, a calligrapher, offered an interactive experience, engraving personalized gifts for wedding guests, highlighting the desire for meaningful keepsakes.
But the real innovation lay in the accessibility. Unlike the exclusive showings that typically dominate bridal week, this event was open to RSVP, a deliberate move by the designers to disrupt the industry’s traditional gatekeeping. “We really wanted to meet people who are part of our customer community we haven’t met before,” Kassel stated. “To connect with Etsy’s sellers and build genuine collaborations.”
The atmosphere was palpably celebratory, a welcome counterpoint to the often-strained formality of the bridal industry. Richie and Kassel themselves were actively involved, guiding guests through the collection and scouting potential vendors for their own nuptials. This wasn’t just about showcasing designs; it was about fostering a community – a tangible, human connection that felt profoundly refreshing.
“We’re trying to make the wedding fair kind of an extension of the collection itself,” Kassel elaborated. “So it’s very English countryside with French antiques—almost like a secret garden or backyard wedding.” This philosophy, rooted in a desire to move beyond the predictable, is precisely what’s driving this new wave of bridal design. It’s a powerful statement, and one that’s sure to resonate with a generation of brides seeking authenticity and individuality.