The series begins as Keira, whose big day will be held at a Scottish stately home, tries to balance her own fantasies with her fiance's dream and her mother's classical ideals as she seeks the perfect dress. The salons seeking her custom are the "discount darlings" of Stars Bridal Outlet, London-based Blackburn Bridal, and the controversy-courting staff of Carina Baverstock Couture.

Essex bride-to-be Paige looks for the perfect wedding dress, with three shops aiming to convince her that they have the right outfit for the big day.

Bride-to-be Claire is getting married in an ice chapel in Lapland and wants to look like a princess for her fairytale wedding. Three shops aim to convince her that they have the right outfit for the big day, with the bride seeing a large selection of princess dresses at Stars Bridal Outlet, modern and chic garments at Blackburn Bridal, and a fitted frock at Carina Baverstock Couture.