COVER STORY
Madison Woolley’s Full-Circle Approach to Wedding Style and Storytelling
With
The Bridal Journey
Fusing fashion and content, the founder of 23rd & Madison and Weddings by PURR is creating a modern bridal universe, one tailored mini and cinematic reel at a time.
Words by Andie Towner / FASHION
Madison Woolley’s bridal vision is anything but traditional. As the founder and creative force behind two distinctly modern brands, 23rd & Madison, a slow-fashion bridal label, and Weddings by PURR, a content studio specialising in editorial wedding storytelling, Woolley is quietly redefining what it means to “do bridal” in 2025. Her approach is confident, fashion-led, and designed for the bride who wants to feel as seen in her ceremony edit as she does in a sculptural mini.
Rooted in thoughtful design and decades of digital expertise, both brands speak to a new generation of women, those planning a wedding on their terms, and who care just as deeply about their fashion choices as the content that lives on long after the vows.
23rd & MADISON (2)
The Fashion Edit: 23rd & Madison
Made entirely in Sydney in intentionally limited quantities, 23rd & Madison is bridal for the fashion girl. Think: sheer tulle trains, structured tailoring, and silhouettes that nod to vintage elegance while feeling unmistakably fresh. “Bridal, reimagined” isn’t just a tagline, it’s the brand’s core philosophy.
Leading the collection is the cult-favourite Kaia dress, a softly sculpted mini that became an instant hit for its flattering fit, fluid movement and unexpected sense of ease. After its sell-out success, the Kaia has just been restocked, a rare move for a label committed to tight, seasonless drops.
“Each piece is designed to be worn across the wedding journey from the welcome party to the recovery brunch,” says Woolley.”
For brides craving fashion-forward bridalwear that extends beyond the aisle, 23rd & Madison is quietly becoming the label of choice. It’s also bridging a long-standing gap in the market: refined, ready-to-wear wedding pieces made with intention, not excess.
The Content Studio: Weddings by PURR
If 23rd & Madison is the wardrobe, Weddings by PURR is the lens through which it’s remembered. Co-founded by Madison and creative partner Kaitlyn, PURR is the bridal content arm of their full-service agency PURR Studio, offering real-time, editorial-style content creation for weddings.
But don’t call them just videographers.
Weddings by PURR operates more like a fashion shoot team, capturing cinematic glimpses, raw moments and viral-ready reels with a refined, emotional edge. Their work is designed to feel lived-in and luxuriously low-fi.
“We act as content directors, crafting visual stories that feel timeless, tactile, and completely you,” explains Woolley.
It’s a response to how brides are now approaching their wedding day: with an editorial eye and a desire to document moments as they unfold, not just in stills but in behind-the-scenes movement, voice, energy. From custom transitions to viral ceremony edits, PURR turns wedding content into a fashion film.
CINEMATIC GLIMPSES BY PURR STUDIO (1)
From the Dress to the Edit
What unites both brands is Madison herself and her uniquely modern understanding of what today’s bride values: feeling beautiful in the moment and seeing that beauty reflected.
Together, 23rd & Madison and Weddings by PURR offer a full-circle experience. One designs the pieces you’ll wear through every chapter of your celebration. The other tells that story in real-time, through curated content designed to live beautifully on your camera roll, and everywhere else you share your story.
“Brides today want the moment and the memory,” Woolley says. “Both should feel elevated and effortless.”
