Undone by Kate, a bridal dress brand favored by celebrities and influencers, is facing intense criticism online after multiple brides shared negative experiences involving alleged design flaws, repeated issues during fittings, and disappointing final products.
The controversy gained significant traction after a TikTok creator, Alexander Mae, posted a series of videos detailing her custom dress journey, which she described as a "wedding dress from hell." Mae alleged months of unsatisfactory fittings and escalating concerns as her wedding date approached.
According to Mae's account, she initially approved a prototype in November 2025 but requested modifications for more definition in the drop waist and loosening in the back. However, by a March fitting, she was reportedly horrified by the dress presented to her, describing it as "literally diabolical" with uneven cups, bunching, and a "deflated" skirt that did not fit correctly. Despite her concerns, the designer reportedly assured her it would be perfect for her wedding.
A subsequent fitting in May still left Mae unhappy, citing visible cups and seams that appeared "barely holding the gown together." Having already invested thousands, Mae sought a partial refund and a new dress, but was allegedly told by the designer that another fitting was required and final payment was due.
During a final fitting in mid-June, less than two months before her wedding, Mae claimed the dress looked "completely different" and still did not fit properly. She detailed issues with the placement of the cups, wide and uneven seams on the chest, and a high neckline that cut into her arms. The waistline, which was meant to be more fitted, reportedly still had wrinkling and bunching, and the waistline had not been dropped as requested. Mae stated the gown resembled something from a fast-fashion retailer and accused the designer of a "complete lack of integrity."
Following Mae's viral videos, online users identified the brand as Undone by Kate. The backlash prompted designer Kate March to address the controversy publicly, stating she had fully refunded the bride and was "heartbroken" by the reaction. March asserted she would "never let a bride walk out of my studio, let alone down the aisle" in a poorly made dress.
Another bride, TikToker Franki Bartolo, shared her own experience in late June, describing major design flaws in her $5,500 custom dress. While she ultimately enjoyed her wedding day, Bartolo told the Daily Mail that the zipper "stuck out like a sore thumb," leaving her "cringing" and describing it as "cheaply done." She claimed no changes were made despite her voicing concerns during initial fittings.
Commenters on social media accused March of reusing elements from previous designs and pointed out perceived issues such as uneven lace and color variations, comparing the quality to fast fashion.
March, who started Undone by Kate in May 2020 during the COVID-19 pandemic, has a background in wardrobe styling and experience as a salon manager, social media manager, and merchandiser, but not in fashion design or as a seamstress, according to her LinkedIn profile.
Despite the recent criticism, the brand has previously created outfits for celebrities like Selena Gomez and influencers such as Brigette Pheloung, Serena Kerrigan, and Greta Louise Tome, who have showcased the designs on social media.
In addition to Mae and Bartolo, a Reddit user in the NYC Influencer Snark community claimed a "heinous experience" with Undone by Kate two years prior, receiving a dress that "looked like it was from Shein" shortly before their wedding and accusing the designer of "gaslighting."