Designers Made These Jaw-Dropping Toilet Paper Wedding Gowns to Promote Quilted Northern

The 10 dresses used 250 rolls of TP

10 designers battled it out on the runway for a $10,000 grand prize. Quilted Northern
Headshot of Katie Richards

Quilted Northern wants to prove it has a strong, sturdy product so it teamed up with Cheap Chic Weddings to sponsor the 13th annual Toilet Paper Wedding Dress competition. Yeah, you heard that correctly. Wedding gowns made out of toilet paper.

This was the first year Quilted Northern sponsored the event, but it was an easy fit for the brand. “Quilted Northern wanted to make a big splash and really show how their product could really help out. It’s also a natural parallel between their big attention to detail. They take their craft seriously,” Droga5 copywriter Daniel Litzow said.

The competition was opened up to designers across the country earlier in the year. Designers could only use glue, string and of course, Quilted Northern Ultra Plush toilet paper. Ten finalists were chosen out of 1,517 entrants, and flown to New York last week for a fashion show style event where the 2017 winner was selected. All together the 10 finalists used 250 rolls of toilet paper to bring their dresses to life.

Las Vegas’ Kari Curletto designed the winning dress this year (shown above). Curletto walked away with $10,000 and bragging rights for creating an amazing gown out of toilet paper.

As part of the event, Droga5 created a short video to tease it—giving a bit of personality to an ambitious roll of toilet paper that would eventually travel the world and become a beautiful wedding gown.

“There’s a lot of people that enter the contest from all over the country that have never entered it before and it means so much to them. It kind of was this underdog story. You’re seeing throughout this whole process this story of these dress makers and their dresses. We thought it would be really funny to show the story of the toilet paper that goes into the dress,” Max Friedman, an art director on the project from Droga5, said.


Agency Droga5 NY
Creative Chairman David Droga
Chief Creative Officer Ted Royer
Executive Creative Director Neil Heymann
Group Creative Director Don Shelford
Associate Creative Directors Erica Pressley, Emmie Nostitz
Copywriter Daniel Litzow
Art Director Max Friedman
Design Director Rich Greco
Chief Creation Officer Sally-Ann Dale
Co-Director of Film Production Jesse Brihn
Co-Director of Film Production Bryan Litman
Executive Producer, Film Dieter Lebbe
Producer, Film Zack Grant
Business Affairs Manager Whitney Vose
Director of Interactive Production Niklas Lindstrom
Producer, Interactive Alice Tam
Global Chief Strategy Officer Jonny Bauer
Co-Head of Strategy Colm Murphy
Strategy Director Katy Alonzo
Head of Communications Strategy Colleen Leddy
Senior Communications Strategist Kevin Wilkerson
Chief Intelligence Officer Amy Avery
Data Strategy Director Ryan Miller
Senior Data Strategist Abiola Adeniyi
Group Account Director Julia Albu
Account Directors Ross Gillis, Alice Tschuchnigg
Account Manager Kyra Gembka
Senior Project Manager Meredith Nydam

Client Quilted Northern/Georgia-Pacific
CMO Douwe Bergsma
SVP and General Manager, Tissue Vivek Joshi
Senior Brand Director Jason Ippen
Director Brand Center Shari Neumann
VP, Marketing Activation Laura Knebusch
Brand Building Leader Aviral Singh
Associate Brand Manager Casey Gramling

Production/Post Company Residency
Director Tom Clarkson
DOP Jan Reichle
Executive Producer Gaetan Rousseau
Editor Dutty Vannier

Color Correct Five One Color
Colorist Aline Sinquin

Sound Heard City
Mixer Evan Mangiamele

@ktjrichards Katie Richards is a staff writer for Adweek.