Birdy Grey
LaRue has transformed Birdy Grey from a scrappy direct-to-consumer bridal startup into a $100M+ brand and industry disruptor. Over the past six years, we've acted as an extension of their internal team — securing high-impact press, shaping brand perception, and cementing their place as a leader in modern weddingwear.
When Birdy Grey first came to LaRue, they were a young brand with serious ambition — but limited visibility. While the product was resonating with brides and their wedding parties, Birdy Grey lacked the national awareness and media credibility needed to scale. Their core problem wasn’t product — it was perception.
Without sustained press coverage, the brand risked being overlooked in a highly saturated bridal space, dominated by legacy players and fast fashion newcomers. They had no formal PR function and few established media relationships, which made it difficult to shape their narrative or amplify their rapid growth.
Birdy Grey by the numbers
placements
billion total media impressions
Our Strategy
We built a layered, long-term PR strategy that positioned Birdy Grey as more than a bridesmaid dress brand. We told the story of an accessible, modern wedding solution built for a new generation of consumers. Our approach included:
- Product Placement: Consistent coverage in wedding, lifestyle, shopping, and fashion media through listicles, gift guides and seasonal roundups
- Founder & Thought Leadership: Elevating former CEO and Founder Grace Lee Chen, co-founder Monica Ashauer, and current CEO Jill Layfield’s voice through podcast appearances and business profiles in top-tier publications
- Campaigns: Launch coverage, fashion color trend tie-ins, seasonal styling moments, C Suite expansion, and the brand’s expansion into suiting and menswear
- Target Audience: Millennials and Gen Z brides, wedding parties — and even grooms through expanded offerings
- Collaboration: Close alignment with Birdy Grey’s internal marketing and growth teams to ensure press moments supported key brand milestones and launches
Our Results
We secured powerful, strategic press coverage that elevated Birdy Grey from niche player to market leader, including:
- TODAY Show: She Made It: A nationally syndicated segment highlighting Grace Lee Chen and and Monica Ashauer’s founder journey
- Glossy, WWD, Retail Dive, Modern Retail: Industry coverage tying the brand to larger DTC and retail conversations
- Brides, The Knot, Cosmopolitan: Consistent editorial presence in the biggest names in bridal and fashion
- SNL Pop Culture Moment: Sabrina Carpenter and her on-screen bridesmaids wore Birdy Grey dresses in a high-profile “Saturday Night Live” SNL50 sketch, generating organic buzz across social platforms
Birdy Grey’s expanding press presence has directly supported category growth, menswear expansion, and sustained consumer interest — while reinforcing the brand’s authority as a modern bridal mainstay.
Coverage highlights:
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