The most popular wedding dress on the internet may surprise you.
A boho design by a little-known Australian bridal label has been revealed as the most pinned-wedding dress on Pinterest.
On paper, perhaps it shouldn't be so desirable. It has spaghetti straps, a thigh-flashing split and a plunging lace bodice.
But somehow, it all works. It works so well in fact, that the Grace Loves Lace Hollie dress has been pinned more than 2.5 million times and is a worldwide sell-out since it launched in 2013.
Designer Megan Ziems, the founder of the six-year-old firm, which is based in Queensland, created and named the signature dress for her sister, according to Harpers Bazaar Australia.
Its popularity was further boosted by Made in Chelsea star Millie Mackintosh, who changed into the gown for her wedding reception when she married Professor Green in 2013.
More than 2,000 of the handmade dresses have been sold, but Grace Loves Lace has now stopped making the design.
The label has instead designed the Hollie 2.0 dress, an almost identical version of its cult favourite.
The updated design keeps the hand-cut French lace bodice and flowing silk chiffon overlay, adds delicate lace detail to the straps, and lengthens the intricate floral lace underskirt.
Hollie 2.0, which retails at around £1,300, already has a waiting list of 700 brides who have ordered the new design.
Ziems says she started the label because she was tired of seeing the same bridal styles.
"The industry back then was all about the strapless, boned, corset dress OR the boned corset fitted fishtail gown." she tells Hitched.co.uk.
"Neither worked for me and I was really surprised at how it was so stuck in that ‘uniform’ state. I knew that our designs and the method of selling them would work for me, so was bound to work for others."