Whether it's a celebrity walking down the aisle or your cousin, the reveal of a bride's dress is one of those fashion moments we never get tired of.
But it's even more brilliant when the conventional codes of bridalwear are challenged - cue the bride who shows up in a delightfully quirky and colourful frock that captures her personality perfectly.
Over the weekend, this was English model and socialite Poppy Delevingne. After the 27-year-old's first wedding ceremony to James Cook on 16 May in London, where she wore a bespoke Chanel Couture gown, the bridal party whisked off to Marrakesh to repeat their vows in a more exotic setting.
For the occasion the 27-year-old opted for a Bohemian dress with thick floral trimming and billowing sleeves, custom-made by Pucci creative director Peter Dundas.
Delevingne changed into an embellished white crochet dress, which was similarly boho inspired, for the after party.
The bride and groom at their wedding after-party in Marrakesh
While her first wedding look by Chanel (pictured below) was the more traditional option, ticking the boxes of white and embroidery, the socialite did opt for a more unusual silhouette with a sheer skirt.
We take a look at other unconventional celebrity dresses
For her intimate wedding to musician James Righton in the South of France in May 2013, Knightley wore a powder pink short Chanel dress she already had hanging in her closet (without sheer top pictured above), a tweed Chanel jacket and chain of flowers in her hair. She's since wore it twice on the red carpet at film premieres.
The singer married Gavin Rossdale in September 2002 in a punk-princess-inspired custom made gown by John Galliano, which was dip-dyed in bright pink.
When Elizabeth Taylor married two-time husband Richard Burton for the first time in 1964 she opted for a canary yellow gown and a wild floral headdress.
At her second wedding, to the Italian doctor Andrea Dotti in 1969, Hepburn wore a mini-dress, a pair of flat pumps and a headscarf.
Yoko Ono wore a short mini skirt, knee-high socks and sunglasses when she married John Lennon in Gibraltar in 1969.
When Bianca Pérez-Mora Macias married Rolling Stones frontman Mick Jagger in St. Tropez in 1971, she famously wore a white skirt suit and a wide-brimmed hat and veil.
The icon opted for a dark brown suit for her low-key wedding to baseball star Joe DiMaggio at San Francisco City Hall in 1954. Nonetheless, a crowd of paparazzi waited outside to snap the first pictures of the newlyweds.
(Images: Rex Features, Getty, Instagram and Twitter)