If you haven’t heard by now, Sofia Richie got married over the weekend. The model, Nudestix beauty director, and daughter of Lionel Richie married Elliot Grainge — son of Sir Lucian Charles Grainge, CEO of Universal Music Group — at Hotel du Cap-Eden-Roc in Cap d’Antibes in the south of France. And the “royal wedding” vibes dominated TikTok, Instagram, and group chats for days.
Unlike your typical celebrity wedding, fans didn’t have to wait to get updates about what the bride wore (a lot of Chanel) and who attended the wedding (Nicole Richie, Cameron Diaz, and Paris Hilton among them). Richie, who launched her TikTok days before the wedding, brought us along for the lavish four-day event as it was happening, chronicling her wedding prep in “Get ready with me” videos with her stylist, Liat Baruch. Before her rehearsal dinner, she showed fans her step-by-step makeup routine while still in her robe with wet hair. On her wedding day, her friends posted their own “Get ready with me” videos.
The deluge of in-the-moment content was clearly coordinated well ahead of time. During the wedding, Vogue posted a video to its Instagram page showing Richie trying on three custom Chanel dresses — a long-sleeved beaded gown for the rehearsal dinner; a fitted, beaded halter gown and veil; and a minidress for the reception — and talking about how excited she was to marry Grainge.
@abxola I stan an excellent marketing roll out. Chef's kiss. Lmk if you want me to explain in more detail #branding #marketing #talentmanagement #sofiarichie #elliotgrainge #popculture #fyp #celebrities
♬ Lucky Girl - Carlina
On TikTok, commenters pointed out that, in a matter of days, the wedding took Richie, 24, from being known mostly as Nicole Richie’s little sister (and Scott Disick’s ex) to a fashion “It” girl in her own right. Thanks to an impressive social-media campaign, Richie’s wedding looks, décor, and content strategy are now living on a lot of mood boards and in people’s minds rent free. Welcome to TikTok, Mrs. Grainge!
