Young Brides-to-Be Don't Blush in Scramble for Wedding Gowns

Here came the brides.

Hundreds of them, of all shapes and sizes.

They flocked to early Friday morning hoping to beat the wedding bell blues by finding the perfect gown, at bargain prices. The annual "Running of the Brides" event at the Buckhead store drew its biggest crowd ever,  about 1,000 people, according to Filene's spokesperson Pat Boudrot.

Most of them weren't the brides-to-be, but friends and relatives, wearing silly head-dresses like the Cat in the Hat and custom-designed T-shirts.

The crowd waited at the front door at 8 a.m., then burst through a paper banner to dash for the gowns, hanging on their racks waiting for the Cinderella rush. Then the place was a swirling madhouse of the brides-to-be and members of their wedding parties, playing a giant game of dress-up.  

For some, the experience was as big an attraction as the bargains, Boudrot said.

"Some people said it's on their bucket list of things to do, one of those things they want to experience with their best friend or their mother," Boudrot said. "It's a bonding experience."

Many of the young women weren't bashful about undressing right there on the floor to try on their gowns.  As dresses were discarded and others tried on, an immense swapping system developed. Helpers, often men, held up signs denoting sizes available at particular areas or that they were looking for a certain size. Members of the weddings-to-be walked around shouting they had a size or style available.

"They cooperate with each other, they form alliances," Boudrot said. "The trading gets complex."

Boudrot said that 2,000 gowns were available, at savings at 70 to 90 percent off their normal price of $900 to $9,000.

The first bride-to-be in line, from Alabama, arrived at the store at 9:30 a.m. Thursday, waiting nearly 24 hours for the doors to open, Boudrot said.

As the crowd buzzed about, the mood remained courteous. Atlanta police officers stood around in case any conflict broke out. "We have a lot of security," said store manager Hilton Austin. "We encourage good behavior. So far, it's been a non-eventful event."

If you missed the morning rush, don't fret, Filene's says. The event continues until 9 p.m. Friday, with bargain gowns likely still available.