A marketing founder in Los Angeles decided to step in and help brides affected by recent fires by offering to buy a new wedding dress. Turning to social media platforms like TikTok and Instagram, she posted a call for brides urgently seeking a wedding dress. She offered to purchase one from either Anthropologie or J.Crew for a bride in need.
Her video quickly gained traction, and soon, hundreds of people reached out, flooding her comments and direct messages with offers to donate wedding dresses, rehearsal dinner dresses, engagement party dresses, and other wedding-related items to those who had lost theirs in the fires.
“I’m willing to help replace the shoes if they lost the shoes and or purse for their dress,” one user commented.
“I will donate my wedding dress to someone,” said another.
One more person offered, “I’m offering free photos for anyone who lost them in the fires.”
Overwhelmed by the response, Mosser, the founder, said, “I was like, ‘Oh my gosh, there are so many amazing people out here who really want to help.'” Inspired by the outpouring of support, she began to envision a larger initiative. “Then I got the idea of hosting a live in-person event in Los Angeles sometime in the spring, where brides affected by these fires can come and find a dress for free.”
Mosser’s vision for the event is to create a joyful, uplifting experience for brides. “They can try on dresses, and I would love for it to be a really fun and positive event where they get to feel special and beautiful,” she said. “We’re also looking for someone to donate champagne and a fun, exciting space. These women, who have been through so much, really deserve a moment of joy leading up to their weddings.”
For those offering dresses, Mosser has asked them to submit a photo of themselves in the dress, along with sizing details and, if available, a link to the dress online. Currently, she has received over 200 submissions from people offering their wedding attire.
In addition to the individual donations, Mosser has also been contacted by designers willing to create custom dresses for the brides, which will be shipped directly to them. Some tailors are even offering their services for free.
“We haven’t reached that many brides yet,” Mosser shared. “We’ve probably connected with about a dozen brides so far. Some are still figuring out the state of their dresses and their access to them, as many are still unable to reach their tailor or retrieve their dresses from other locations.”
Mosser recognizes that many are still focused on basic needs like safety, family, and reconnecting with lost pets. “I’m very aware that a wedding dress is not an essential item, but it’s a symbol of hope and joy,” she said. “For people going through such a devastating time, they need that bright spot on their calendar. I don’t want them to feel constantly reminded of everything they’ve lost.”
Acknowledging the important work of first responders, Mosser adds, “Of course, what we’re looking to accomplish is so secondary to what all of the incredible first responders are doing in the wake of these fires. We’re just hoping to spread a little joy and relief for women who are going through the unimaginable.”
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