La Puta Suegra and how to build a disruptive brand in the wedding industry
Who’s White
April 2024
Cristina welcomes Josep Plana to Trallero’s facilities for a conversation focused on the wedding industry. Josep Plana explains why weddings are more complex than large corporate events, where the organizer ultimately becomes an emotion manager, and why, despite the exhaustion, the connection with each couple makes the sacrifice worthwhile. A key conversation to understand La Puta Suegra’s perspective on premium wedding planning and the organization of exclusive weddings in Spain and internationally.
In the podcast, Josep Plana criticizes the overly “cute” and pastel tone that still dominates the wedding industry, defends a more mature branding approach that also speaks to grooms, and argues that the wedding format has barely evolved in a century. In contrast, at La Puta Suegra we embrace a disruptive aesthetic, a sophisticated narrative, and an approach that sees an exclusive wedding as a global creative work, not a sum of suppliers or a standard wedding planner package.
Josep Plana critiques the “McDonald’s of weddings” and calls for wedding planners to be seen as “Leonardo da Vincis of events,” with knowledge spanning gastronomy, architecture, and lighting. He closes the episode with two firm commitments: sustainability (at La Puta Suegra we have already reduced plastics by 75% and implemented ISO standards) and the goal of entering the top five international premium wedding agencies.
“Questioning everything is the key to our success: we live in constant crisis.” – Josep Plana