This morning at Windsor Castle Princess Eugenie married Jack Brooksbank in a ceremony attended by a multitude of celebrities and members of the royal family.
There were some fabulous frocks (not to mention millinery) on show but, of course, the most highly-anticipated outfit of all was the bride's.
The Princess’s dress was created by Peter Pilotto, the brand helmed by designers Christopher De Vos and Peter Pilotto.
The London-based duo – who have dressed the Princess on previous occasions – are famous for their digital prints, but this was a much more minimal affair.
The ivory satin jacquard dress had a foldover V neckline and long sleeves. Cinched in at the waist, it had a full skirt and long train.
Eugenie chose to forgo a veil but, like many royal brides before her, borrowed a stunning tiara from the Queen. The Greville Emerald Kokoshnik tiara which was made by jewellers Boucheron in 1919.
The matching diamond and emerald drop earrings were a gift from her fiance, while her shoes were by Charlotte Olympia.
Royal watchers on Twitter loved the dress, saying Eugenie looked suitably princess-like with many deciding they preferred the dress to the Duchess of Sussex’s Givenchy gown.
Eugenie dress WINS!— Chiara (@chiara_bazzurri) October 12, 2018
She look Amazing.
A real princess!#RoyalWedding
Princess Eugenie dress is beautiful, much better than Meghan's #RoyalWedding— Lauren (@LaurenWalsh90) October 12, 2018
So it’s a hit on social media, but what do bridalwear experts think?
We asked three industry insiders for their thoughts on Princess Eugenie’s Peter Pilotto creation – here’s their verdict…
Experts are unanimous in their praise
"I think she looked stunning," says Peta Hunt, editor at large, You & Your Wedding magazine. "I love the gentle low V-neck. The dress worked really well with that huge train, in damask satin – it worked perfectly for her shape and colouring."
"The Princess looks classic with a contemporary twist," says bridalwear designer Caroline Castigliano. "The long sleeves staying in line with royal tradition – while the cuff style neckline and full flowing skirt in a jacquard print has a freshness and simplicity about it."
They love the choice of designer
"Peter Pilotto and Christopher De Vos – well, that was a surprise, but it works so well and she is a big fan of British fashion," says Hunt.
"It is such a huge occasion and she really needed a dress that filled the venue, but kept it simple at the same time."
And that Princess Eugenie revealed the scars on her back
"It’s incredibly refreshing to see Princess Eugenie showing her back operation scars on her big day, and a far cry from the picture-perfect bride we were presented with when Meghan married Harry," says Sarah Allard, editor at Hitched.co.uk.
"Brides should never shy from showing what makes them unique on their wedding day – and hopefully Eugenie’s move to show her scar will encourage others to embrace the unique parts of themselves on the most special day of their lives."
The tiara is also a big hit
"I love the Greville emerald tiara," says Hunt. "According to royal protocol, tiaras are reserved for brides and married women so this will be the Princess’s first chance to wear a full-on one! So lovely with matching earrings.
"It was nice to see her not wearing a veil too. Very unusual for a royal."
Experts think Princess Eugenie will influence bridalwear trends
"There is a trend for simple and less embellished dresses, plus off-the-shoulder and understated elegance and I am sure that she will influence some brides to be," says Hunt.
"Whether she will have the huge impact that both Kate and Meghan’s weddings had on the public is unlikely as she is not as well know, however she is a role model for middle England girls."