Honeylane Events, SSENSE
Photography: Reto Schmid
A wedding dress is a statement piece—and the message is personal: who you are, what you love, and how you want to be remembered on one of the most photographed days of your life. It’s no small task. Between fittings, opinions, and endless scrolling, even the most style-savvy bride can lose her footing. That’s why we asked top stylists and designers to weigh in on the most common dress-shopping mistakes—and how to avoid them with confidence.
It's Giving Bridal, Cagteks
Photography: Anni Graham
Skipping on Research
Before stepping foot into a bridal boutique, take a moment to define your vision. Wedding dress shopping is infinitely more enjoyable—and far less overwhelming—when you have a sense of what you’re drawn to. That doesn’t mean having every detail locked in, but understanding which silhouettes, fabrics, or design elements catch your eye will give you a strong starting point. Dedicate time to exploring what’s out there.
Erik Charlotte, Róisín Pierce
Photography: Víctor Rakosnik
“It’s important to do at least a little research before your appointment to help avoid shopping at boutiques that aren’t a good fit. Make sure their gowns are within your price point, have sample sizes you can try on in some capacity, and carry designers that feel within your style,” says Alysia Cole, a personal bridal stylist and industry insider.
For more inspiration, scroll through your favorite media (including THE WED, of course!) or browse Pinterest. Having visual reference on hand not only clarifies your preferences but also makes appointments more productive and exciting.
Starting Too Late
One of the most common mistakes in the dress shopping journey is simply starting too late. Even if you already have your heart set on a particular gown, that doesn’t mean it’ll be ready to wear straight off the rack. Most dresses require several rounds of alterations—and those take time, from weeks to months. Ideally, start booking your bridal appointments around a year in advance. It might feel early, but this timeline gives you the freedom to explore different styles, order your gown, and complete all necessary fittings at a relaxed pace.
WED, Gown Eyed Girl
Photography: Liang Xiao Tie, Norman & Blake
Shopping Before
Setting a Clear Budget
As tempting as it is to dive headfirst into a sea of silk and sequins, shopping without a clear budget is a recipe for heartbreak. Falling in love with a gown that’s way outside your price range can cloud your judgment and make everything else feel like a compromise. Setting a budget upfront, however, helps keep expectations realistic, and, most importantly, prevents post-appointment panic.
ABL Estudio, Margot
Photography: Roberto Ruiz Ceceña
Stylist Kennedy Bingham, the driving force of Gown Eyed Girl, says it best: “Do not try on dresses out of your budget. It only leads to really hard conversations. This goes for groups as well! I cannot tell you how much it sabotages an appointment when a member of the bride's group insists on them trying on a dress that is not remotely comfortable for them price wise, and they end up falling in love with something they'll never be able to have.”
Besides, don’t forget to factor in the extras: alterations, accessories, undergarments, and yes, even taxes. Being realistic doesn’t mean being restrictive—it means being prepared. And remember: the perfect dress does exist at every price point.
Focusing on One Style
Being too set on one style can actually limit you. Sometimes, the best gown is one you might not have considered at first glance. While it's important to have a vision for a dream dress, it's just as essential to approach the shopping experience with openness.
The team at Jenny Yoo, a go-to brand for chic and minimalist dresses, wisely reminds: “Whether it be fabric, silhouette, or neckline, it's important to go into bridal shopping with an open mind. Try something different, accessorize, and have fun playing dress-up in gowns designed to make you feel beautiful.”
Danielle Frankel, Stay Co
Photography: Stas Komarovski, Cara Mia
Designer Özge Kanli of Cagteks Bridal also encourages brides to stay curious: “Sometimes a colour, a design, a texture or a fabric might be more interesting or appealing to us despite what we think that it will not be. We should always be open to new ideas, not to be humble to try new things.” For Özge, nothing compares to the joy of real-time discovery. “Being an active participant and looking for real time experiences in bridal shopping is always something that no one will be disappointed about after the big day.”
"Almost all of my brides ended up with a dress very different from what they originally imagined themselves in," shares Samantha Ruiz, a bridal fashion stylist behind It's Giving Bridal. "When you first start shopping, you should be open to trying on different things—even styles outside of your normal comfort zone. You may end up with something completely different than you expected!"
Monetre, Jenny Yoo
Photography: Euheniy Belov
Overbooking & Overshopping
Having too many bridal appointments can backfire and make it harder to truly connect with the dress you envision. Hope LaVine, a bridal fashion stylist and creator, explains: "If you’re doing a 'bridal shopping bar crawl,' as I like to call it, with four friends and four back-to-back appointments, cancel. You’ll thank me later. Just trying on at one store can be a lot. Depending on how quick you are, you typically have time to try on 5-8 dresses at an appointment. By the end of a 4-appointment try-on day, you may have tried on up to 40 dresses. And you’ll probably only remember four dresses at the last place you tried on. It’s counterproductive to try on too many. I suggest starting with one or two appointments. Stop there and review the photos, and think about what you liked or didn’t like."
One Of, Raffe Vintage
Photography: Andy Harrington, Stefaniemphoto
As Alysia Cole points out, overshopping is another mistake that’s becoming more common, especially with social media giving us access to endless dress options. "We're able to see more dresses now than ever thanks to social media, so it can be easy to feel like there might be something 'better' out there. The thing to remember is, no matter how many dresses you try on, there will always be more!"
Prioritising Style Over Comfort
The gown might look breathtaking in a photo, but how does it feel when you’re walking, sitting, dancing, or simply breathing? Elena, the founder and creative director of bridal brand Monetre, encourages brides to consider more than just the look: "Brides often get swept up in the visual impact of a dress and forget to ask the most important question: Can I move in this? During fittings, check how the gown behaves with motion. Are there seams rubbing? Is the bust too tight? Do the straps stay in place? A gown should feel like a second skin—confident, effortless, and never restrictive."
Marrow Bridal, Kim Kassas
Photogrphy: Anna Panutsa
Disregarding Venue & Season
It’s easy to forget how much your venue and season can affect your dress choice. The team at Jenny Yoo suggests: "When pre-researching gowns, which we recommend, consider factors such as the venue and season for your wedding day. Enhance your vision by choosing a wedding dress with convertible sleeves that can easily adapt for weather or a lightweight gown that will float effortlessly in the wind of your coastal ceremony."
Ignoring Height & Proportion
If it doesn't feel right, it probably isn't—and your wedding dress should feel perfect. "Most bridal samples are designed for a standard height and proportion," explains Elena of Monetre. "But real brides come in all shapes — and when proportions are off, even a stunning gown can feel 'off.' Make sure to ask your stylist what height the brand’s patterns are based on. If you’re significantly taller, shorter, or differently proportioned, slight changes to the hem, waistline, or neckline can dramatically improve the fit and silhouette."
Alysia Cole, Hope LaVine
Photography: Anya Kernes, Beba Vowels
Bringing Too Many Opinions
The truth is, too many voices can cloud your vision and leave you second-guessing yourself. "Your wedding dress choice is deeply personal, and having too many (or the wrong) outside opinions can distract you from what you truly love. At the end of the day, you need to feel excited, confident, and happy with your choice," says Samantha Ruiz, who knows firsthand the chaos that comes with too many opinions.
Kennedy Bingham agrees: "The number one mistake I feel that brides make while wedding dress shopping is worrying about other people's opinions more than their own. It is absolutely impossible to please every person in the world, and trying to is exhausting. In fact, trying to please everyone is often why the dress shopping process is extended. Have a strong sense of what you're looking for, what you want to feel like on your wedding day, and remember that feedback can be helpful, but your opinion is what matters most."
Setting Unrealistic Expectations
Wedding dress shopping isn’t always the overly emotional experience we see in movies—and that’s okay! "If this is your first time wedding dress shopping, you may not know how you’re supposed to feel or what makes a dress 'the one.' This can create some unrealistic expectations," shares Hope LaVine. "First-time brides would be surprised to know that most brides do not cry or have a significant emotional reaction when choosing their dress. I think a more realistic shopping experience you can expect is going shopping alone or with one person, Facetiming or sending pictures to your mom or sister, and then making an appointment the following weeks to relook at your favorite dress. Most brides pick their dress days after trying it on, after a significant amount of scrolling through the photos and thinking about the dress."
We should also remember that each of us is unique. "A dress we see and like in a photo or on a model might not look the way we imagined it would. We should keep in mind that we are all unique in some ways," says Özge Kanli. "We should always strive to understand ourselves better—our attitude, our body, and our overall self-awareness.'"
It's Giving Bridal, Mia Atelier
Photography: Chandler Rae Photography
