Not every bride-to-be can afford Couture. But that doesn't mean they should expect low quality, nor should they sacrifice on style. Mass retailers selling bridal gowns are becoming more and more popular. I believe JCrew jump started the trend. But now you also have Ann Taylor, The Limited, and White House/Black Market among others. These stores are offering affordable and exquisite gowns. Even some who can afford couture may find themselves seeing the dress of their dreams at these stores! My two personal favorites are the top ones here both by The Limited. But all the ones listed here are beautiful, affordable, and elegant.