Merwe Wed is the latest addition to the Merwe fashion collection. The brand prizes itself on designing wedding attire personally tailored to the style and vision of the bride and/or groom. From wedding dresses to suits, each piece is designed to fit the wearer and their body shape.

I was tasked with creating copy and content for the launch of the Merwe Wed's Instagram and Facebook pages.


To generate excitement and tease the story of Merwe Wed, a few days before the brand launched, we posted these teasers to the Merwe S.A.L.T. and Merwe Mode social media pages.


In order to demonstrate to consumers the personalised design offering that sets us apart from competitors, we created the hashtag #MWMakeMine, and invited brides-to-be to imagine the wedding (and dream dress) that they would want designed.

We used images provided by married couples that Merwe Wed had worked with, and through copy, we told their personal stories.


We also needed to create content that could be used when we had no other imagery to work with.

In order to drive engagement and further establish the personal design offering, we created copy-driven posts that asked our audience about their wedding day preferences.


To help kick-start the new page, we offered new followers the chance to “win with Merwe Wed.”





Picture this: a natural wedding in the woods for some down-to-earth darlings; or a secret ceremony for two hopeless romantics. When it comes to weddings, the most memorable days are usually the ones that perfectly reflect the couple getting married.


If you’re looking for truly personalised design for the whole wedding party, let us introduce you to Merwe Wed. Whether we’re designing wedding dresses, bridesmaid dresses, flower girl dresses, suits, bowties or other special elements, we collaborate closely with the wearer to create a unique item that fits their personality, body shape, and perfect wedding day vision.


You may already have your dream dress in mind, but if not, don’t let this process intimidate you. We usually begin by sourcing inspiration together. We also ask clients to bring along a favourite item of their clothing to use as a reference for their personal style and fit.


Before we place the first stitch, we’ll discuss the colours, textures and style down to the last detail to ensure that we create the perfect custom garment. We also go to great lengths to find the right fabrications – we even offer design prints, laser-cut chiffon, and texturized beading – to find or create exactly what’s needed for the fit and feeling.


At Merwe Wed, no detail is too small to consider. Intricate beading, delicate tassels, and lace scalloping are just some of our fortés. Whether you want your design to be dramatic or ethereal, intricate or minimal, classic or modern, let’s collaborate to create something personally-tailored for you.


To launch this exciting addition to the Merwe Collection, we’re giving one lucky bride 50% off 3 personally-designed @Merwe_Wed bridesmaid dresses, plus 50% off a custom @TheRealCrystalBirch fascinator. To enter, follow @Merwe_Wed on Facebook and Instagram and tag your bridesmaids in the comments of the competition post. You can also tag a bride-to-be to nominate her for the prize.*


We hope you’ll let us share in your beautiful and unique story.

*Competition Ts&Cs apply.