British Columbia

Disney princesses, Indian-style, created for B.C. store

A B.C. South Asian couture store's imaginative marketing campaign has become an online sensation.

Marketing campaign gives animated icons a cultural twist

A marketing campaign that takes Disney's iconic animated princesses and gives them a cultural twist has turned a B.C. clothing store into a viral sensation.

Wellgroomed Designs Inc., a South Asian bridal shop in Surrey, noticed that requests for princess-themed wedding dresses were increasing, and came up with a novel idea to promote their designs: a collection of Disney-themed outfits, Indian-style.

Dave Singh, creative director of the store, told CBC News that the result — a stunning selection of nine portraits from Snow White to Rapunzel and beyond — has provoked a response that has taken them by surprise.

Though the featured designs are not traditional bridal wear, he says, they give a sense of what can be achieved. Well Groomed's designs range from $500 to $2,000.

Singh says the "Once Upon a Bride" shoot was a collaborative effort by the store's experienced team.

The images have taken the Internet by storm, provoking articles on viral site Buzzfeed, and beyond.

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