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Confidence is the Thread: The Story Behind the Casablanca Confidence Campaign
Confidence shapes the stories we tell and the legacies we leave behind. Few families embody this truth as profoundly as the Lu family. The journey began in the most unexpected way. Kevin Lu met Gloria’s parents on a train in China. Soon after, he was introduced to Gloria herself, and within just seven days, they were married. They were confident that faith had brought them together. That faith, unshakable and steadfast, would go on to be the foundation of their marriage, their family, and their business.
From that foundation, Casablanca Bridal was born. Kevin and Gloria built a brand that married timeless beauty with modern innovation. They pioneered customization in the bridal industry and made the radical promise never to retire a gown from their archives. At its heart, Casablanca was never just about gowns. It was about nurturing marriages, honoring love, and building legacies.
Life tested their confidence. When Gloria lost her vision, the family faced heartbreak. Yet faith carried them through, and the next chapter of the Casablanca story began to unfold. Their daughter, Crystal Lu, a recent USC graduate, stepped forward ready to lead the family business into a new era.
Crystal’s story is still being written. She carries the challenge of leading the creative direction of each collection, guiding her design team, and becoming the voice of Casablanca to its global community of brides and retailers. Through her journey, one theme has emerged again and again: confidence.
The Lu family reimagined their own home as Confidence Cove, a new kind of brand experience venue where faith, family, and business converge. Part creative hub, part gathering space, Confidence Cove is both deeply personal and boldly innovative. It is here that the Casablanca Confidence Campaign began, and it is here that Crystal first shared the stage with David Suh, a world-renowned portrait photographer, educator, and content creator.
David has built a global movement rooted in individuality, confidence, and personal transformation. As the founder of DASU Studios and the internet’s beloved “Pose King,” he has taught millions how to reconnect with themselves through presence, posture, and storytelling. His approach reflects exactly what Crystal hopes to continue to give Casablanca brides: tools to show up fully and authentically. Together, Crystal and David launched the Confidence Campaign with the first Casablanca Confidence Workshop at Confidence Cove. It was not just an event, but the beginning of a movement and an invitation to brides everywhere to discover that confidence is something that can be learned, shared, and multiplied.
At the heart of this movement is the debut of the Casablanca Spring 2026 Collection. Designed under Crystal’s creative direction, these gowns reflect the campaign’s central truth: that confidence is the most beautiful thing a bride can wear. From bold new silhouettes to timeless reinterpretations, the collection embodies the courage to stand fully in your story. Every gown was crafted with the same radical promise that Kevin and Gloria made at Casablanca’s founding, that no dress would ever be retired, because every bride’s confidence deserves to be honored forever.
This spirit of collaboration extended to our sponsors and creative partners, who elevated every detail of the experience. From curated décor to interactive gifting to golden-hour style sessions, they helped us set a new standard for what it means to host with intention. Their contributions reminded us of something essential: confidence is not built alone. It grows stronger when it is shared.
From Kevin and Gloria’s bold, faithful love story… To their perseverance through loss… To their belief that confidence starts at home… To Crystal’s journey of becoming a confident leader… To the creation of Confidence Cove as a space to gather, teach, and share… To David Suh’s influence in showing others how to own their presence… To the confidence Casablanca’s partners and retailers place in the brand… And to the Spring 2026 Collection, a new chapter designed to help every bride step into confidence… Casablanca exists to design gowns that make a bride feel confident. Confidence is the Thread.
And today, Casablanca stands for more than beautiful gowns. It stands for purpose, legacy, and the courage to lead. It stands for Confidence.
Vendors: Posing Coach: @davidsuhphotos, Creative Director: @crystaluuuu, Wedding Dress: @casablancabridal, Photography: @francescamariaphoto, Videography: @bourbonxbitters, Venue: @confidencecove.ca, Stationary: @paperlesspost, Florals: @frenchbuckets, Catering: @platesandbowls, Calligraphy: @jina_koh, Embroidery: @tk_is_sew_cool, DJ: @annasong, Fragrance: @susanjamesfragrance, Rentals: @cactusfabrication, Audio Guestbook: @afterthetone.co, A/V: @1audiovisualoc
