A Game-Changing Collaboration

Updated: Jul 24, 2020

A game-changing collaboration between Queensland Brides and fashion-tech

pioneers PUCTTO has created a world-first, free virtual styling platform set to

change the way that brides try and style their complete wedding day look.

From disruption comes the new. When COVID-19 forced bridal retailers to shut their

doors, couples were left scrambling for practical ways to shop and style their bridal

look. Addressing this need became a passion for Queensland Brides Editor Nikki

Ernst, who, in collaboration with Australian fashion-tech founders, Belinda Scott and

Crystal McGregor, began work on an innovative solution that would revolutionise

bridal shopping into the 'new normal.'

WEDDING RUNWAY BY QB is a global-first experience, allowing brides to virtually

try and style their complete wedding look (from shoes and gowns to bouquets and

jewellery) on a photo of themselves. Launching in July 2020, the starting collection

includes leading bridal designers Zimmerman, Grace Loves Lace, Wendy Makin and

Darb Couture.

As Queensland Brides editor (and daughter of the founding publisher), Nikki Ernst

has been attuned to the growing desire for online styling options, which became a

necessity during COVID-19. "When brides were left unable to shop for their big day,

we saw this as a gap in the industry and set about creating WEDDING RUNWAY BY

QB," she says. "Now brides (and their bridesmaids) can spend hours trying and

styling at home, even sharing their look with friends and family." "This technology is

a game-changer for the industry," she says. "WEDDING RUNWAY BY QB will help

bridal retailers' get found', and the platform links back to the retailer website for

couples to make a purchase or schedule appointments for fittings," says Ernst.

Free and easy to use, WEDDING RUNWAY BY QB is developed with patented

visualisation technology platform, PUCTTO. Designed and created by Belinda Scott,

this industry-shaking technology merges a digital and physical experience allowing

shoppers to visualise fashion on a photo of themselves. "I'm so excited to see brides

create their perfect wedding looks online and be able to share a sneak peek with

their friends, says Scott. "The ability to visualise yourself in an outfit creates

confidence to buy — and sharing the look with friends increases confidence even

more. No more uncertainty at checkout and no more buying three items to return

those you don't like. PUCTTO is helping retailer profits and the planet.”

While the WEDDING RUNWAY BY QB launch includes a gorgeous collection of

bridal gowns and accessories, there is plenty more to come. "We are in talks with

loads more bridal, jewellery, floral and accessory retailers and are excited at the

growth potential," says Ernst. "Watch this space!”

To view and trial the WEDDING RUNWAY BY QB platform, visit


For more details or to arrange an interview, please contact:

Nikki Ernst

0405 310 117


Belinda Scott

0413 746 968


About Queensland Brides:

Queensland Brides is a family-owned and run business which was established in

1984 as the first state-based wedding magazine in Queensland. Today, the QB

network audience spans across print, digital and social media, as well as an inperson

touchpoint at their bi-annual Brisbane-hosted wedding expos.


Belinda created the concept after working as an art director in the fashion and bridal

industry for over two decades, wanting to see what she looked like in fashion rather

than magazine models. Using patented technology, PUCTTO lets shoppers visualize

fashion on a photo of themselves, ultimately creating confidence to buy online.

Queensland ACE Business TM

©2021 by Puctto.  Patents in place. Puctto® is a registered trademark of AppyPeople Pty Ltd. Puctto is the Intellectual Property of AppyPeople Pty Ltd. Puctto is protected by Australian copyright laws. 

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