"With a wedding dress there are layers of subtlety that you can achieve that you just cant replicate on stage usually because a wedding dress is viewed in much closer quarters. And a bride is more willing to forego comfort." And how does Pugh think the wedding dress will evolve in the future? "I think the idea of dressing up and presenting a side of oneself that is a fantasy will always appeal," he says."For most, a wedding is perhaps the one day where they are allowed free rein to really go to town. There will always be a niche market for the traditional white meringue, but I like the idea of the dress being a little more personal something that is made with love and care, something that takes time and patience - a lot like the marriage itself."