In bridal fashion, a strong collection is just the beginning. It’s the vision, execution, and brand experience that truly resonates.
Crystal Lu, Creative Director of Casablanca Bridal, plays a pivotal role in her family-rooted business, from hands-on design work to shaping each collection’s creative vision and personally directing the photoshoots. In an exclusive interview, we had the chance to catch up with Crystal for a behind-the-scenes look at her process, the challenges that spark her creativity, and why she believes bridal fashion is as much about capturing forever as it is about creating a gown.
Crystal Lu, Creative Director of Casablanca Bridal on Set
Casablanca Bridal has been gaining traction on social media with behind-the-scenes content from your latest photoshoots. Can you tell us how involved you are in the whole process?
Absolutely, I’m deeply involved in every step of the creative process for each Casablanca Bridal collection, and I wouldn’t have it any other way. From the very beginning, I’m hands-on with the design phase. That includes working closely with our design team to refine silhouettes, choose fabrics, and ensure each gown reflects the vision and identity of the season. Once the collection begins to take shape, I personally scout and select the shoot locations to make sure they align with the story we’re trying to tell; whether it’s something soft and ethereal or bold and architectural.
Styling on set is one of my favorite parts; every accessory, lighting cue, pose, and frame is intentional. I’m jumping in between every shot adjusting veils, pinning sleeves, or tweaking the angle of the model so that each gown is showcased exactly as it was imagined. It’s about translating the heart and craftsmanship of each design into something a bride can emotionally connect with. For me, every photoshoot is a celebration of the artistry, storytelling, and soul behind each collection.
With so many concepts to choose from, how do you choose locations or settings for your shoots?
With every new collection, I start by asking myself: What story are we trying to tell? The theme always leads the way. I personally scout and select the shoot locations to make sure they align with the narrative. Whether it’s something soft and ethereal that calls for a dreamy outdoor backdrop, or something bold and architectural that pairs best with a striking scultptural structure. The setting should feel like an extension of the gowns themselves, helping bring the entire vision to life. It’s all about creating an environment that enhances the emotion, texture, and style of the collection, and ultimately connects with the modern bride in a meaningful way.
What would you say is your favorite part of the photoshoots?
My favorite part of the photoshoots is when something goes wrong — and I swear I’m not being sarcastic. That’s usually when the real creativity kicks in. In those high-pressure moments, you have to let go of perfection in order to actually achieve it. Diamonds are made under pressure, after all. We’ve had it all: a fire breaking out mid-shoot with firefighters telling us to evacuate, unexpected rainstorms in the middle of summer (yes, even in sunny Southern California), and a model who didn’t show up to set because she was “stuck” in Las Vegas. It’s taught me to always plan ahead with a plan A, B, and C, but also to stay flexible. You never know what curveball might come your way, and leaning into that unpredictability has made my heart more resilient, tolerance for stress so much higher, and creativity flowing even stronger.
How do you think the photoshoots will allow bridal retailers to connect with your collection?
The photoshoots are designed to visually translate the essence of each collection. Not just showcasing the gowns, but immersing retailers in the world we’ve created around them. When retailers see the dresses styled within a carefully chosen setting, it helps them imagine how their brides will emotionally connect to the designs. The imagery sparks storytelling — giving context to the fabric, silhouette, and movement — and provides powerful tools they can use in their own marketing. Ultimately, it’s about creating an experience that feels aspirational yet accessible, helping retailers fall in love with the collection the same way we did when we designed it.
Besides the gowns themselves, how much of a role do accessories play in shaping the overall design narrative?
Accessories play a huge role in shaping the overall design narrative. They are the finishing touch that can completely transform a bridal look. While the gown lays the foundation, accessories like capes, gloves, scarves, and overskirts allow brides to personalize their style and elevate the storytelling of the collection. Each piece is thoughtfully designed to complement and enhance the gown’s silhouette, fabric, and mood. Accessories offer versatility, giving brides the ability to have multiple looks in one day. For example, a dramatic entrance with a cape and a sleek reception reveal without it. In many ways, accessories are the bridge between bridal fashion and self-expression.
Can you share a stand-out gown where you love every aesthetic of the shoot?
One standout gown that I absolutely loved styling and shooting was Style 2617 Esme from our Eternity’s Edge collection. Esme is the perfect balance of boldness and softness, with striking structure in her silhouette and ethereal romance in her detailing. Her most notable feature is the detachable lace train, which adds a dynamic element to the style. She can be worn with the dramatic, scalloped lace train for maximum impact, or styled without it for a clean, minimalist edge — offering two distinct looks in one. Every angle of Esme offers something fresh. It’s gowns like this that remind me why I love what I do and getting to bring a bride’s vision to life with creativity.
What do you hope brides feel when they wear a gown from Casablanca Bridal?
Everything we do is guided by one mission: At Casablanca Bridal, we believe there’s a difference between designing a dress for your wedding and designing a dress for your marriage. One is a celebration of fashion, the other is a celebration of forever. We want our brides to look at their once-in-a-lifetime-gown and think this is how forever looks; this is how forever feels; this is how forever starts.
Looking back on the latest collection and hard work on the photoshoots, what are you most proud of?
Looking back on the latest collection and all the energy poured into the photoshoots, I’m most proud of how everything came together so cohesively, from the initial sketches to the final captured image. It takes an incredible amount of teamwork, vision, and precision to bring these gowns to life, and seeing the creative direction, design, and storytelling align so seamlessly is deeply rewarding.
One of the most meaningful aspects of this shoot was the location. It’s a place my parents had been scouting for years, but no one could quite figure out how to bring it to life. The building itself is unfinished, with exposed wires, no real housekeeping, and it sits at the top of a remote mountain. There were major logistical challenges — limited electricity for lighting, steamers, and beauty equipment, and the difficulty of getting the crew and gear to the top. But we made it work, and the result was a breathtaking backdrop that elevated the entire collection. I’m especially proud that each look reflects our evolving brand while staying true to who we are: designing for brides who want to feel bold, beautiful, and timeless.
We would like to thank Crystal Lu for this interview.
For further information on the brand, visit Casablanca Bridal.