"Today’s brides are approaching their day with a new mindset. Fashion and storytelling are now inseparable parts of the celebration. It’s no longer about a single dress or a static photo album, but about curating a wardrobe that reflects every side of who they are, and documenting it all with an eye that feels as genuine as it does considered.

At the center of this shift is Madison Woolley — influencer, designer, and entrepreneur. As the founder of 23rd & Madison, a Sydney-based boutique reimagining bridal with Australian-made designs, she’s creating pieces that move beyond the aisle into every chapter of the celebration. Through Weddings by PURR, the creative content agency she co-founded, she’s redefining how weddings are captured: immediate, editorial, and social-first. With over a decade of experience in content creation and an influential voice in the bridal space, Madison embodies this new wave, shaping a modern landscape that’s as expressive as it is editorial. Here, in her own words, she reveals how brides now approach both fashion and storytelling — with fresh intention and an insider’s take on what’s next.

Modern brides are embracing multiple looks, building a capsule-style wardrobe that carries them through every part of the celebration. Weddings are multifaceted — the ceremony, the dinner, the party — each has its own vibe. Brides want pieces that evolve with the flow of the day. They're drawn to pieces that feel distinctive — unexpected fabrics, tactile textures, and silhouettes that stand apart from the traditional bridal landscape." - THE WED

With love,

Madison and the team