Re: The power of the gown.
Kim Kardashian’s recent divorce announcement after her 72 day marriage was an entertainment news bonanza. CNN’s “Showbiz Tonight” spent a long segment searching for “klues,” (Yes, they spelled it with a “k”) that the marriage was doomed before it began by going over scenes from E!’s “Keeping Up with the Kardashians.” The host argued that surely it was a sign when Kim and soon to be ex-husband Kris Humphries fought about changing her name, not to mention the time that sister Khloe warned her the relationship was moving too fast. I guess Kim missed the “klues.”
No matter what you think of the televised Kardashian wedding spectacular and its equally spectacular crash and burn, the media coverage it generated benefited from the powerful idea that a wedding is one day where a woman’s fantasies and dreams come true. This dream has a big platform in reality television shows that feature wedding planners, lavish weddings, budget weddings, weddings planned by grooms and most importantly, wedding dresses.
While the reception space, flowers and food are all part of the dream, the wedding dress is conceptualized as a once in a lifetime opportunity for a woman to be the absolute center of attention. For some, the fantasy dress is all about sequins or lace or chiffon. For the women on TLC’s “Say Yes to the Dress,” it’s all about buying a gown from Kleinfeld’s, a New York based bridal boutique.
“Say Yes to the Dress” follows brides to be through their Kleinfeld’s dress fittings. The behind the scenes style of the series, literally being given access to the dressing room of a bride, gives it voyeuristic appeal but why watch someone you don’t know try on wedding dresses? Part of the fun is the drama created by the personalities of the brides. There are demanding, know it all ones who swat away dresses like flies and flighty, indecisive ones who fear they may never, ever find their dream dress. The women come in all shapes and sizes and choose gowns that hug every curve or resemble floating cream puffs. Some spend thousands. Others spend tens of thousands. Judging the women’s choices is a big part of the viewing experience. There are plenty of: “What is she thinking?” and “That dress costs how much?” moments.
The show’s true appeal however, lies in the transformative power of the gown. There’s no makeover element so the reveal is all about the power the women on the show and the viewer give to the white dress. The client enters the dressing room as a regular woman but exits it as BRIDE. No flowers, cake or groom required. For that moment it’s all about her and whether we approve of her dress choice or not, we celebrate along with her. In that hour we take part in the fantasy and sometimes, the television version is better than real life. Just ask Kim.
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