For so many brides, it was love at first sight—no, not with their partners, but with their wedding dresses. “It was the first one I tried on!” they say when family and friends ask about that beautiful white gown, creating what the editors here at Brides call the “First Dress Phenomenon.”If you’ve ever gone wedding dress shopping or watched an episode of Say Yes to the Dress, you’ll know exactly what we’re talking about: So often, a bride will go back to the very first gown she tried on, even after taking suggestions from family and friends or sliding into different silhouettes to see if another option gives them that same feeling. It’s not a 100-percent guarantee that a bride will always purchase her first dress, but it’s far more common than you'd think.
That feeling is an unforgettable moment of any bridal journey. “There’s a moment when she steps into the gown and suddenly, everything clicks. She feels a sense of calm, a quiet certainty, like the dress is a reflection of her inner self,” shares bridal designer Ines Di Santo. “It’s not just about style or fit; it’s about the way the dress makes her feel like she’s truly herself, yet elevated. When a bride puts on the dress, it feels like a moment of destiny, where everything falls into place. The dress tells her story, and when that happens, she knows—it’s the one.”
Meet the Expert
- Ines Di Santo is an internationally renowned wedding dress designerwho has been creating bridal looks for over 40 years. Stars like Hayley Erbert, Anna Osceola, and Hazel Green have worn her gowns on their wedding days.
- Dr. Shaakira Stewart licensed psychologist based in New York who specializes in relationships, grief and loss, and anxiety.
- Idan Cohen is an Israeli bridal designer who began his career in the denim market. In 2011, he launched his wedding dress collection, which has since been worn by celebrities like Jennifer Lopez, Nicki Minaj, and Kristin Cavallari.
- Esé Azénabor-Grembowski is the owner and creative director of the bridal and fashion line Esé Azénabor. The Nigerian-born designer, who immigrated to Canada as a child and now calls Texas home, has two flagship boutiques in Dallas and New York City.
Thus, we had to know—is there a reason why brides so frequently end up buying the very first wedding dress they try on? To get the answer, we tapped three bridal designers and one licensed psychologist and asked them to help unpack what's really happening behind this phenomenon.
How to Choose Your Dream Wedding Dress: 70 Things to Know
The Psychology of Wedding Dress Shopping
Scheduling bridal salon appointments and trying on wedding dresses in pursuit of finding "the one" comes with a rush of emotions, including excitement, stress, nervousness, and nostalgia. This swirl of feelings can definitely impact how a bride feels when she’s shopping for her bridal gown, and the pressure to find the perfect look in an hour-long appointment can be overwhelming. “Choosing the dress feels and is often [talked about] like a big deal, [and brides have] often been dreaming of this day for years,” says Dr. Shaakira Stewart, a psychologist based in New York.
Bridal designer Idan Cohen notes that many brides-to-be spend months researching wedding dresses and go into their appointments with a vision in mind, so there's a good chance they've got their hearts set on certain styles before the appointment even begins. “In a way, they have already fallen in love with the dress before even trying it on. And any other dress they try on will have a really hard time measuring up.”
Finding "the one" is a hugely important moment for a bride, and the dress is usually representative of something so much more, our experts agree. “It’s not just about fashion—it's about envisioning the most important day of her life and how she wants to feel,” shares Di Santo. “She’s thinking about how this dress will be a reflection of who she is, how it will make her feel as she walks down the aisle, and how it aligns with the dream she’s had since she was a little girl.” Di Santo notes that brides are also thinking about more practical matters when shopping: overall comfort, how the dress moves, and how it will look in photos, as well as the reaction it will get from her partner. “She wants to feel like the most beautiful version of herself, like a vision of love and joy,” the designer adds.
Why Is the First Wedding Dress So Often “the One?”
The old adage about “when you know, you know” definitely applies here, and there might be a psychological reason for that: “Many brides experience a gut feeling, often tied to the psychological phenomenon ‘primacy effect,’ where the first option we see sticks with us,” says Dr. Stewart. As she explains, the first wedding dress a bride falls in love with “resonates because it reflects her authentic self before doubt and many other thoughts creep in.” A bride can take in the moment without feedback from friends and family impacting her decision.
Another factor behind the “First Dress Phenomenon” could be that powerful moment when a bride sees herself in full bridal regalia for the first time, says bridaldesigner Esé Azénabor. “For many of our brides, this is the culmination of a lifelong dream and to see themselves in a gown can be very overwhelming,” she explains. “It's possible that that impression is lasting so they end up choosing that gown.” It makes the wedding and the next chapter of her story feel real and concrete, which gives that first dress a symbolic power that can be hard to duplicate.
How to Navigate Trying on Multiple Dresses Your First One Isn't "the One"
Hey, the “First Dress Phenomenon” doesn’t happen to everyone, and there's nothing wrong with that. There are plenty of wedding gowns in the proverbial sea, and your consultant should be there to soothe your worries and help you find your perfect look. “There is absolutely a special dress for every bride! Not every fabrication, design element, and detail suits every person, but this is why our ability to customize gowns and design bespoke bridal gowns is so important to meeting the needs of our brides on an individual level; and help them to find ‘the One,’” says Azénabor.
If you end up leaving empty-handed, don’t be too discouraged. It’s natural to feel a little sad, frustrated, or disappointed, but your wedding dress is out there. “I’d advise a bride in this situation to take a step back from the process. Reset,” advises Dr. Stewart. “If none of the dresses are right, it’s okay. You will find the dress and remember that it doesn’t have to be the perfect dress, but the dress that you feel the most confident in.”
A Comprehensive Wedding Dress Shopping Timeline