Behind The Making Of Brigette Pheloung's Custom Wedding Dress

While every wedding serves as an ode to the relationship, content creator Brigette Pheloung did so in the most intimate way imaginable: by taking a trip back to where it all started. On June 29th, Pheloung and Mitch McHale tied the knot in a civil ceremony at Saint Joseph's University in Pennsylvania, where the newlyweds met nine years ago.

The civil ceremony called for a dress that ticked all of these boxes: romantic, complementary to the setting, and quintessentially Brigette. As the co-founder of fashion brand phe phe, Pheloung has an eye for style and approached the design process with a distinct vision that blended both timeless and modern elements—and replaced a traditional veil with a hood that we and all of her followers can't get enough of.

And, future fashion brides far and wide are in luck. "Designing this dress became the starting point for something much bigger. As we developed it, we found ourselves creating fabrics and details that we knew other brides would love and I loved the idea of a personal piece being the beginning of a new chapter for the brand," Pheloung tells Coveteur. "We’re not giving too much away just yet, but phe phe bridal will be coming in the near future"

Ahead, we spoke to Brigette Pheloung to get the exclusive details on her one-of-a-kind wedding gown.

What was the inspiration behind your bridal look?

"I wanted the dress to feel timeless, but not expected. I've always been drawn to pieces that feel romantic without feeling overly traditional, so we started there. Rather than wearing a veil, I thought a hood was a detail that felt more modern and a little unexpected, so it definitely became a defining detail. That’s the fun of having your own brand—it gives you the ability to really lean into your own personality alongside the quality of design. 

To that point, I’ve always liked the idea of lace but have had trouble finding one that feels like me, so the lace on my dress was actually something we custom developed. I knew I loved scalloping details so we really leaned into using it in a meaningful way - on the sleeves, at the hem, along the open back—it was all hand-cut and hand-placed, which made the dress feel almost heirloom-quality and so personal."

Why did you decide on a civil ceremony? How, if at all, did this impact your design?

"Mitch and I met in college and I always thought it would be so special to get married in the chapel—being back in the place where it all began. I just really wanted to make sure we had a moment that felt a little more intimate and like it was entirely focused on the commitment we were making. 

The setting definitely influenced the dress. I wanted it to feel romantic enough for the significance of the day, but right for the occasion. It didn't need to compete with the moment—it just needed to complement it."

Can you take us through the process of making this dress?

"Designing this dress was a very collaborative process, but I knew exactly how I wanted to feel wearing it. Comfort was actually one of my biggest priorities. I wanted to be able to move, hug people and genuinely enjoy the day, so we spent a lot of time developing a delicate stretch lace that felt incredibly elevated. From there, it became about balancing softness with structure, so we built a custom interior bustier into the gown to create that shape while still letting the lace feel effortless from the outside.

Some of my favorite moments happened in the finishing details. We hand-cut every scalloped edge to perfectly frame the sleeves, hem, open back, and neckline. The sleeves themselves took a lot of attention—we wanted them fitted through the arm before flaring over the hands into a bell shape, finished with a slit and more hand-applied scalloping. We also added silk-covered buttons down the back, which felt classic.

One of the sweetest details is probably the most personal: the floral jacquard phe phe label embroidered in blue inside the gown. That became my 'something blue.'"

What details make this look unmistakably Brigette?

"The silhouette is very me—the defined waist, the open back, the dramatic sleeves—but I think the hood is what really makes it feel like my dress. It isn't loud or trendy, it's just a different interpretation of bridal that still feels timeless. I also think every detail has a purpose. Nothing feels decorative for the sake of it, which is very much how I approach everything I wear."

What's your favorite detail on the dress and why?

"I mean, I have to say the hood, right? It completely changed the feeling of the dress. A close second would be the interior label. Having the phe phe label embroidered in blue as my something blue is such a meaningful detail because this dress represents such a personal milestone, but it also represents this next chapter for my brand. It feels like those two moments are forever connected."

What, in your opinion, makes a great bridal look?

"I think the best bridal looks feel authentic to the person wearing them. The details that go into your wedding are decisions you’ll look back on forever, so I think you just genuinely have to prioritize things that help you feel like yourself, because you’ll never regret that. The right bridal look lets you forget about the dress, because you love what you’re wearing, and enjoy the moment."

How would you describe the modern bride?

"I think today's bride is much more intentional. She's less concerned with following tradition simply because it's tradition and more interested in creating a day that genuinely reflects who she is.

I’m finding myself mixing timeless elements with things that feel more personality-driven and unexpected, whether that's the silhouette, the styling, or the way I’m celebrating. It's much more personal now, and I love that."

How did you feel while wearing this dress?

"Honestly, I felt completely like myself, which is exactly what I had hoped for.

It felt romantic, comfortable, and designer all at once. I wasn't thinking about the dress—I was thinking about the day, the people we were with, and my husband. That's probably the biggest compliment I can give something I designed."