Bridal dresses in Europe often cost thousands of euros, and most women want to marry in white. A look at the trends.
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00:01More than 4,500 glittering gowns are on display at Koenings in the Netherlands.
00:07The store, with over 11,000 square meters of floor space, is the world's biggest bridal shop
00:12and a paradise for those planning a white wedding.
00:16It's the only time you stand out of the rest of your guests.
00:22Standing out should be reflected in my wedding dress.
00:25We have answers to the most common questions at the top bridal shop.
00:29What's the most popular dress and how much do customers spend?
00:35The Koenings family opened the shop in 1968.
00:39It was a fairly modest business.
00:42Ineke Koenings is the founder's niece.
00:44She started working there at 14 and has seen many trends come and go.
00:48Wedding fashions have changed a bit over all these years.
01:00But things come back.
01:03Back in the day there was lots of silk.
01:07The fabrics change.
01:09The skirts would be broader.
01:10And yes, sexy as in.
01:15But no brides are in pure white anymore.
01:19Nobody.
01:20It's more ivory.
01:21Ivory.
01:24Ivory and other warm shades of white have been found in bridal gowns in the Western world for some time.
01:30They represent purity and virginity.
01:32Britain's Queen Victoria set the dream-in-white trend in 1840 when she got married in a cream-colored dress.
01:40In the 20th century, the masses followed her lead.
01:45The 51 dressing rooms at Koenings are often all occupied.
01:5030 stylists advise the brides-to-be, ideally eight months before the wedding,
01:55because fitting and delivering the gowns takes time.
01:58Today as well, some women have come to try things on.
02:02They're choosing classic white gowns.
02:11First of all, the bride can only wear a white dress, so other guests shouldn't.
02:17So, yes, that's true.
02:21And it's the only time you stand out of the rest of your guests.
02:26I think a dress should be white for a bride.
02:32I try to look my best all year round, so everything goes together.
02:36And that should also be reflected in my wedding dress.
02:40Besides, I love beige and white and would really like to marry in these colors.
02:43Here, no one bats an eye that a gown, which will only be worn on one day,
02:50costs a four-figure sum in euros.
02:52The price level is high.
03:01We've really got an amazingly large range here at Koenings.
03:05Not just the styles and fabrics, but the budget range.
03:09The least expensive dresses start at 1,500 euros.
03:12Right now, we're in front of the most expensive one.
03:16The price can reach 25,000 euros or higher, depending on what the customer wants.
03:22According to a 2023 survey, on average, the customers pay between 3,000 and 4,000 euros for a dress.
03:29Compared to brides in the U.S. who shell out the equivalent of just about 2,000 euros on average.
03:35But which model is the most popular at the world's biggest bridal shop?
03:50We're standing in front of the most sought-after and popular wedding gown in the whole store.
03:55You've got a really nice glistening tulle, fine appliques decorated with pearls and stones and thin spaghetti straps.
04:03So it's very trendy.
04:04The popular A-line cut gown has a starting price of 2,500 euros.
04:10It fits the classic Western ideal of a wedding dress.
04:13But what about brides with other ideas?
04:16After all, customers from around the world flock here looking for their personal dream gown.
04:21We can cater to people from other cultures, especially where they value less revealing dresses.
04:33We have lots of different models.
04:36And even if it's not your dream gown, we can change it and make the neckline more modest or sew on longer sleeves in our own studios.
04:44It can be a black wedding dress, a jumpsuit.
04:47It can even be something very short.
04:49We've custom-made all sorts of things here.
04:51But there's one thing almost all brides have in common.
04:57Precise ideas and high expectations of their dress.
05:01With the cultural significance of weddings on the rise and the influence of social media,
05:06the global market for bridal wear is booming.
05:09What do you think?
05:11And how much would you spend on your wedding dress?