Danny Seo On His Vision For BG: BRIDAL GUIDE

When you’ve spent as many years as I have immersed in the worlds of fashion and bridal, you learn to recognize the rare moments when an institution turns a page and reinvents itself for a new generation. Bridal Guide is having precisely such a moment under the visionary leadership of Danny Seo.

Danny’s reputation precedes him: a tastemaker, a creative disruptor, and a publisher with the kind of instinct that can both honor tradition and rewrite it. With his arrival, BG:Bridal Guide is no longer just a magazine—it’s evolving into a living, breathing platform that speaks directly to the modern bride and groom, while keeping one eye firmly on the heritage of bridal storytelling.

In my conversation below, you’ll discover a redesign that feels as fresh as it does timeless. A sharper visual identity. A bolder editorial voice. A deeper, more intuitive dialogue with its readers. And at the center of it all, Danny—whose vision is as much about inspiration as it is about innovation.

I sat down with him to ask some questions that capture his creative vision, his strategic path forward, and the future he imagines for BG: Bridal Guide.- Louis Iacovelli

DANNY SEO

As the new Publisher of BG: Bridal GuidE, what excites you most about taking on this role, and how do you envision shaping the magazine’s future in a rapidly evolving bridal landscape?

I may be new as Publisher, but I’m definitely not new to Bridal Guide! Over the past few years, I’ve had great success with two legacy brands in the health & wellness and home design spaces—Naturally, Danny Seo and RUE. Our model is simple: invest in high-quality content, create meaningful marketing campaigns for our brand partners, and build earned media partnerships with TV shows like Today and The Drew Barrymore Show. When the opportunity came along to bring some of that magic to Bridal Guide, I jumped.

The vision goes beyond a refreshed name and design. We’re here to celebrate the industry itself and highlight the leaders who create the magic behind the scenes: jewelers, designers, event planners, florists, chefs, hair and makeup artists, and more. We also want to empower our readers by helping them understand the what and why behind their big day. Why do certain things cost what they do? When’s the best time to travel to a destination? What do the world’s top planners believe is worth the investment—and what’s not?

And we’re taking a modern approach. For example, I just commissioned a feature about cosmetic surgery that maps out an ideal beauty timeline—from two years before the wedding all the way to the night before. Because yes, let’s be honest—we all get Botox!  Just do it right!

You’re known for your unique creative lens—how will your personal design and storytelling philosophy influence the new editorial direction of BG:Bridal Guide?

I’ve spent over two decades in legacy media, producing shoots and features that span global travel, celebrity fashion, and home makeovers. That experience, combined with wearing the Publisher hat, lets me ensure the editorial product is not only beautiful, fresh, and essential—but also supports our advertisers in meaningful ways.

We’re making big upgrades: nearly doubling the page count, improving paper quality, bringing in fine art photographers and videographers, and working with some of my favorite writers from Vogue, GOOP, and The Wall Street Journal. I like to say BG:Bridal Guide is now part WWD, part Condé Nast Traveler, and a scoop of Bridal Guide.

The redesign of a legacy publication is a bold move. What are the key elements you wanted to introduce or modernize in BG:Bridal Guide’s look and feel?

Bold, yes—but absolutely necessary. I’ve been using the word reportage a lot lately. I want to capture special moments through the lens of incredibly talented photographers. Instead of a model staring straight at the camera, imagine images that feel spontaneous, slightly blurred, and real—equally stunning in full color or black-and-white.

We’re also creating space to properly tell stories that haven’t been told but deserve to be. Profiles of fascinating talents, behind-the-scenes looks at major design houses, step-by-step explorations of how those outrageous floral arrangements come together. I’ll never forget visiting a rose farm on the African equator, protected by barbed wire, where they were growing chocolate-scented roses—flowers destined for Kate Middleton’s wedding. That’s the kind of storytelling that excites me.

How will the refreshed BG:Bridal Guide balance timeless bridal traditions with the evolving tastes of today’s couples, who are often seeking personalization and innovation?

Of course, we’ll continue to honor timeless traditions. But weddings today are also deeply personal, and couples want to make their mark.

While I search for a new Editor, I’ve been listening closely to the industry. One idea that struck me: couples who want registries but not for “stuff” or cash. Instead, they register for things like windows, roofing tiles, appliances, or lighting—with the plan to build a house and donate it to someone in need. How incredible would it be to partner with Habitat for Humanity and make that happen?.

Millennial and Gen Z brides and grooms consume media differently than past generations. How do you plan to ensure Bridal Guide remains relevant and inspiring to these new audiences?

I see BG:Bridal Guide as a true 360° platform. Social media is key—we already have a robust audience there. Our website traffic is also growing steadily (check out our recent feature imagining what Taylor Swift might wear on her wedding day, using a lookalike model in stunning Idan Cohen gowns).

But print plays a different role. Think of it like a cookbook—packed with seasonal inspiration and actionable “recipes” to share with your planner, caterer, glam squad, and family. I’m even exploring fun interactive elements, like gemstone stickers in different carat sizes you can peel, stick, and test out as a ring, earring, or pendant.

In a world where digital content is at our fingertips, what role do you see a print magazine playing in the modern wedding journey?

Interestingly, print sales are on the rise as people question the reliability of AI-generated and algorithm-driven content. For something as important as a wedding, couples want information from a credible, authentic, thoughtfully produced source. BG:Bridal Guide is perfectly positioned to be that trusted leader—for both readers and advertisers.

The bridal industry is experiencing a shift toward inclusivity, sustainability, and authenticity. How is BG:Bridal Guide positioning itself as a leader in these conversations?

I’m so glad you asked. I come from a journalistic background, started my career as an environmental activist, and I’m a gay man in a committed relationship. So inclusivity isn’t a checkbox for us—it’s just who we are.

One big change: when we cover real weddings, we’re less focused on how the couple met or their first date. Instead, we’ll spotlight who they are, what drives them, and how they give back to the world. That’s authenticity.

What opportunities do you see for BG:Bridal Guide to expand beyond the pages of the magazine—whether through digital platforms, events, or collaborations—to create a 360° brand experience?

With my other publications, we’ve built partnerships with retailers, TV shows, live events, and even product extensions (you can find Naturally, Danny Seo products at HomeGoods, for example).

Right now, we’re focused on resetting the foundation of BG:Bridal Guide. But the plan is absolutely to expand across platforms and bring in partners throughout the industry.

What do you hope BG:Bridal Guide will represent to brides, grooms, and the industry under your leadership—both emotionally and practically?

I’m glad you included grooms in that question. Traditionally, Bridal Guide was seen as something for brides or their mothers. But the new vision includes valuable content for anyone involved in a wedding.

I want readers to leave every issue with information that genuinely helps them—that feels worth their time and inspires confidence.

Finally, if you could distill your vision for the “new BG: Bridal Guide” into just three words, what would they be—and why?

Fresh. Fabulous. Fun.

Fresh, because it will feel like a breath of fresh air.
Fabulous, because fantasy and beauty will be woven into every page.
Fun, because weddings are fun—and we’re going to be a joy to work with.