Alyssa Farah's semi-sheer Berta wedding dress was covered in intricate beading from head to toe.
The $70 billion wedding industry involves so much: venues, entertainment, and planners who make couples' dream days come together.
But the dress is arguably the most iconic aspect of a wedding day, with the Knot's global wedding report finding that the gown is often the first vendor US couples select for their big days.
The symbolic nature of the bridal gown has come to encapsulate the experience of finding a wedding dress, too. Brides often describe a rightness when they put on their perfect wedding dress, saying they can easily picture themselves walking down the aisle in the gown.
Like many others, Australian bride Alyssa Farah felt the same when she first saw her wedding dress.
But instead of seeing it in a store, she saw it in an Instagram photo.