Left: Marchesa spring 2014 collection. Right: Monique Lhuillier romance fall 2014 collection. Photos Provided to China Daily

Vera Wang fall 2014 collection gowns are decorated with giant flowers made of the same material as the dress.

For every bride, finding the perfect dress for the big day has been her dream ever since she was a little girl. Central Weddings turns that dream into reality, Rebecca Lo finds.

Every girl imagines looking like a princess on her wedding day. As she grows up, she realizes that a fairy godmother who will magically conjure the perfect dress for her is unlikely to appear. Finding the right wedding gown is usually a daunting task. The bride only wears it once, but it is the most important garment that she will own and one that will grace a lifetime of memories through photographs. With the added stress from wedding planning, she needs all the help that she can get.

Carolyn Chow was in the same position when she got married a decade ago. She found that wedding gowns in Hong Kong tended to be over-the-top and not all that suited to Asian silhouettes or tastes.

Along with three other friends who tied the knot at around the same time, they opened Central Weddings eight years ago as a multi-brand shop that specialized in wedding apparel and accessories for local brides.

"Asian brides tend to prefer gowns that are classic, elegant and slightly less trendy," says Chow, who has a background in finance. "We work with top American bridal designers, as we feel that European designs are generally fancier and their cuts may not suit us."

They also operate a stand-alone Vera Wang bridal wear shop in Hong Kong's Soho district.

As all of the gowns at Central Weddings are made to order and require four to six months including shipping, Chow suggests that brides start shopping early.

"Nine months is a comfortable window," she says. "It allows enough time to find the right dress and for final fittings, which typically require two or three. We sometimes see brides with less time. For an additional charge, we can rush orders, though the selection is quite limited. And, for brides in an emergency, they can buy off the rack here in our shop if the dress fits or requires a minimal amount of alterations."

Chow does not recommend having the entire bridal party along on a shopping spree. "The bride will become confused by too many excited comments. And what may suit one girl may not necessarily be right dress for the bride herself. Many tend to come on their own, or they may bring their mother, sister or maid of honor for second opinions. It can be overwhelming to pick something out of a sea of white dresses on your own."

Central Weddings will offer advice for a dress to suit the bride's body type, as well as the wedding's location and time of year.

Chow says that the most popular style for local brides is a strapless gown with a flattering sweetheart neckline. "Ninety percent of the gowns chosen are strapless. It shows off jewelry better and it's more suitable for our subtropical climate."

Even brides who have winter wedding dates tend to go for strapless; they may choose a matching bolero or lace jacket for a different look in the evening. "It is more for aesthetics than for warmth," notes Chow. "For example, some brides prefer to look more demure in church, and then remove the wrap for photos. If it is really cold, the bride will add a mink stole."

Kate Middleton's long-sleeved gown sparked an interest in more coverage, though Asian brides prefer what Chow calls an illusion neckline with netting above and cap sleeves.

"Tulle with some lace appliques or other embellishments will soften the coverage."

Historically, wedding gowns were primarily in silk or satin and in A-line silhouettes to give them structure. However, A-line skirt proportions are difficult to adjust for petite sizes. "Tulle gives the skirt some poof but is a much softer effect," Chow says. "We also have dresses with an under-layer of horse hair for more body at the hem."

As many Asian brides will also wear a form-fitting qipao after the white dress, they prefer the latter to have more volume. "A-line dresses tend to make Asian frames appear shorter and less curvy," Chow says. "With a natural waist accentuated by a belt or sash, the body looks longer. Some dresses come with a modified trumpet silhouette. It has a flared skirt and draped bodice that elongates the waist."

Gowns are often embellished with lace or beading, and sometimes two different types of lace, such as Chantilly and embroidered, are layered for effect. "Three-dimensional flowers and vintage silver beading are popular appliques that are denser at the hips, becoming more scattered toward the hem," Chow says.

Brides tend to go for ivory or off-white rather than pure white, but Chow cautions against choosing a shade that appears too yellow.

"Blush, a very light pink, is a flattering color for Asian complexions that is becoming very popular."

The brands available at Central Weddings include the feminine Monique Lhuillier, the dramatic Marchesa and the architectural Vera Wang.

Most brides will choose a train, though the length should depend on the dress. Slimmer, more body-hugging gowns look more elegant with a short train, while more voluminous gowns can pair with a chapel length train between two to three meters. Some gowns come with a detachable train that can be removed after the church ceremony to allow less restricted movement.

"You don't want people stepping on the dress accidentally with a train that's too long," cautions Chow.

In space-challenged Hong Kong, tripping over the bride is a real concern.

Chow advises that choosing a veil really depends on how the bride wishes to style her hair. "We see mainly two lengths: Short is to the finger tips, while long will drag behind with the train. The front veil, known as a blusher, is often a hair accessory and not worn much anymore. Some brides will go for a birdcage-like ornament on a headband that is a contemporary version of the veil."

Gloves in Asia are often considered too formal for weddings. As for shoes, Chow recommends three-inch heels with closed toes, as only the front of the shoe will show. "But if the wedding is on a beach or a grass lawn, heels are just not practical." Jewels should be kept simple; many brides opt for a matching set of pearl necklace and earrings.

As Central Wedding's gowns range from HK$30,000 up to HK$100,000 ($3,870-$12,900) or more, Chow advises brides to take their time. "It's an expensive purchase. Make sure that it's the right decision for you."

Contact the writer at sundayed@chinadaily.com.cn

(China Daily 07/20/2014 page7)