This project was built around the idea of bridal as personal narrative, rethinking traditional bridal imagery through individuality and lived experience. Working with Ingrid Bridal to support their presence within the New York bridal scene, the focus shifted away from idealised perfection towards something more intimate and real.
The visual language feels expressive and character-led. Models were given the freedom to style themselves alongside the dresses, choosing their own accessories, make-up, and details, allowing each look to reflect their identity rather than a fixed bridal ideal. This created a series of images that feel varied, honest, and emotionally grounded, where the dress becomes part of a wider story rather than the sole focus.
Casting was central to this approach. I selected individuals with distinct perspectives and presence, allowing their personalities and experiences to shape the outcome. I also worked with three photographers, bringing different perspectives and visual styles into the project to further expand its range and sense of personality.
I led casting, creative direction, and production, shaping the project from concept through to final output. From building the team to directing the shoot and producing the printed publication, I ensured the outcome remained cohesive, personal, and aligned with a more contemporary, individual approach to bridal.
Alongside the shoot, I conducted interviews with each model, exploring their thoughts, beliefs, and feelings surrounding marriage. These were compiled into a printed magazine accompanying the imagery, extending the project beyond visuals into something more narrative and reflective.
Creative Direction: Femke van der Hulst
Casting Direction: Femke van der HulstÂ
Production: Femke van der Hulst
Photography & Post-Production: Madison Flower, Freddie Rapp & Anna Preston
Styling: Caleb Ferlance, Courtney Maxwell, Emily Hodgson & Shazia Anjoom-Zaman
Talent: Caleb Ferlance, Courtney Maxwell, Emily Hodgson & Shazia Anjoom-Zaman
For Ingrid Bridal
