Australian couples are outlaying an average of over $50,000 for their wedding day, but with discount retailers like Target entering the bridal market, those budgets could be slashed.
Earlier this year the US arm of the retail and fashion giant launched a wedding collection to mixed reactions.
Offering designer knock-offs for as little as $99, the range of white gowns has brides on a budget jumping for joy, and fashionistas turning up their noses.
Talk show Good Morning America compared some of the gowns with their couture lookalikes, and found no obvious differences.
An Oscar de la Renta dress retailing at around $50,000 seemed comparable in quality to Target’s $99 version and a strapless Amsale number was relatively indistinguishable to the budget version at a tenth of the price.
Though some people may not be able to tell the difference, bridal designer Rhonda Hemmingway says the difference between a quality couture gown and a “cheap and nasty” knock-off is clear, and could make or break the big day.
“The market has been flooded with cheap dresses and that’s just what they are, cheap and nasty,” the Sydney couturier tells aww.com.au.
“Brides are judged on what they wear. Everyone’s waiting to see the dress and the bride will look beautiful and have the best day of her life if she is comfortable and if the dress is good quality and fits properly. These cheap dresses just don’t.
But Cosmo Bride fashion editor Kayla Reid say brides are definitely willing to “pay less for their dress”.
“I think there’s definitely a trend towards people trying to do budget weddings any way they can and the dress is a great place to save,” she says.
“Not everyone has the money for an expensive gown, and brides are more willing to wear a budget dress, especially with the economy the way it is a lot of brides are responding to the cheaper options that are on offer.”
Your say: Would you be willing to pay less for a discount wedding dress?
