A Game-Changing Collaboration
Updated: Jul 24
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
weddingrunway@queenslandbrides.com.au
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.
About PUCTTO:
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.
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