Young notes that about 20 percent of her customers are opting for destination weddings in seaside places like Hawaii and Mexico, which call for a different type of gown.

“When people are getting married on the beach, a place that’s warm, they want lighter fabrics and don’t want to drag the dress on the sand,” she says.

In response to consumer interest, designers are devoting new collections to shorter dresses. Jim Hjelm Bridal, which already includes a few shorter gowns in its collection, is testing a shorter gown line for spring and depending on the response, plans to debut a full collection next fall. For fall 2009, New York-based Amsale is working on an entire collection of shorter gowns called “Amsale Presents the Little White Dress,” targeting wedding-related events such as engagement parties and receptions. “The little black dress is what I wear when I’ve got a special event I need to look great for,” says Amsale Aberra, designer of her namesake line. “It is timeless and works in many different situations. Similarly, our little white dresses will cover all the bases.”

Designers say there’s value in these shorter gowns. Dallas-based Watters & Watters has found a following with its tea-length options, including a strapless lace dress with daisy pattern flowers and a knee-length slimmer style crafted of cotton lace with a grosgrain ribbon sash. The looks can be less costly than their full-length counterparts, too. Watters’ dresses retail for $2,600 and the shorter dresses fetch $700 to $900.

“We see a little more versatility with these dresses,” says Maria Prince, vice president of Watters. “The girls can have an opportunity to wear them again, say out on their first anniversary or to a summer party, which is appealing in this economy.”

Other designers say older brides, ladies who are beyond the need to express themselves in princess ball gowns, are also responding to the look.

“Those in their late 30s don’t want the typical dress worn by a 24-year-old,” says Paul Diamond, chief marketing officer of New York-based Jane Wang LLC. “They appreciate the sophistication of these shorter gowns. These are also very good dresses for second weddings.”

Jane Wang has offered shorter dresses for the past two years. The line will include two or three new looks for the spring collection along with its breakout two-for-one dress – a gown with a long skirt that can be taken off, leaving behind a cocktail dress. This convertible dress will target brides who want to switch sartorial gears from the ceremony to the reception.

Some lucky brides are buying two dresses – one for the ceremony and the other for the reception – to really kick up their heels as the party heats up. Dorothy Lackey from Weddings Etc. in Bryan said that the two dress approach is something she has seen in recent local weddings

“I recently had a formal wedding where the bride had a beautiful traditional gown,” Lackey said. “After the first dance she changed into this stunning sequined Hawaiian-style dress.

“It’s fun when the brides come out in something snappier. It’s certainly a trend in our area.”

Wedding experts agree that there is even more of an emphasis on accessories when it comes to shorter gowns.

“There’s more pressure to have knockout accessories,” says Darcy Miller, editorial director of Martha Stewart Weddings. “Shoes become a statement – you can wear blue shoes, embellished shoes, all different kinds of high heels.”

Miller cautions brides to select veils in proportion to their dress.

“A mini dress would look great with a chic blusher, but you wouldn’t want a cathedral-length veil,” she says.

© CTW Features