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A New York-based bridal brand popular among celebrities and influencers, Undone by Kate, has found itself at the epicenter of a massive social media backlash after brides widely shared stories of disastrous fittings and atrocious dress quality.

The public reckoning was sparked by a series of viral TikTok videos from creator Alexandra May, who described her custom wedding dress ordering experience as a "living nightmare."

The Story of the "Nightmare Dress"

According to May, she ordered a custom gown for her wedding in November 2025. During the first prototype fitting, everything looked promising. However, when the bride returned in March for her second fitting, she was left in shock.

She described the garment as "literally diabolical": the shoulders sat unevenly, bunching occurred down the center, the skirt looked "deflated," and the dress completely failed to flatter her figure. Despite angry emails to the designer, the process dragged on. Right before the wedding in June, the dress looked like it had been whipped up from cheap fabrics at a Shein factory, and the experience was marred by rude behavior and a refusal to issue a refund. Ultimately, May had to frantically purchase an off-the-rack dress.

A Wave of Discontent and Other Victims

Although the original video did not name the designer, internet sleuths quickly identified the brand as Undone by Kate, founded by Kate March.

Shortly after, dozens of similar complaints flooded TikTok and Instagram:

• Frankie Bartolo shared on social media that for a $5,500 dress, she received a garment with a protruding zipper that "will haunt her in her nightmares." She noted that she had warned about the issue during fittings, but the alterations were never made.

• Anonymous users on Reddit also shared negative experiences, claiming they received gowns of questionable quality just weeks before their ceremonies and faced intense pressure from the brand.

Designer's Response and Questions Over Qualifications

Amidst fierce criticism, Kate March was forced to address the situation. She stated that she issued a full refund to the dissatisfied client, claimed she was "heartbroken" over the online reaction, and assured the public that she never would have let a bride walk down the aisle looking like that.

Nevertheless, users drew attention to the designer's professional background. It turned out that Catherine March, who launched the brand during the 2020 pandemic, lacks formal training in fashion design or garment construction. According to LinkedIn, she worked as a stylist, a merchandiser, and a salon manager. The brand gained traction after Undone by Kate dresses were worn by Selena Gomez (at the 2023 VMA after-party) and prominent influencers.

The affected brides are now advising others not to blindly trust brands simply because celebrities wear them, emphasizing that high price tags and social media popularity do not always guarantee quality.

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