With demand for inexpensive wedding dresses on the rise, ASOS has unveiled an exclusive budget bridal option that's flying off its virtual shelves.
Droves of brides-to-be are hitting 'buy' on the fishtail Eternity Maxi Dress by Australian brand Fame and Partners, which costs £150 including delivery.
High street retailers from Topshop to Tesco have been falling over themselves to release cut-price bridal gowns in a conventional colour palette of whites, creams and nudes, but the resulting offerings generally fall into categories of "traditional" or "trendy" or don't seem special enough for such an important day.
There's something about the flattering cut and fit of this particular dress that's captured the attention of hundreds of women shopping for their big day.
Eschewing lace, wide hems and extravagant detailing in favour of a delicate cowl back, subtle fishtail hem and flattering V-neck, the dress offers a dramatic but simple silhouette for the unfussy bride.
Don't fancy the Eternity gown but determined to buy a traditional wedding dress on a budget? Here are five more options under £150...