From left: A drop waist A-line gown of embossed silk organdy with crisscross pipings from St. Louis Wedding Design. A Monique Luo ivory gown with beaded champagne lace from David's Bridal. A Justin Alexander ivory silk satin gown, with a rhinestone brooch, from Tami's Trousseau.

Have you ever seen an ugly bride? Probably not. No woman intentionally goes out of her way to plop down more than $887 (the national average, according to the Fairchild Bridal Group’s American Wedding Survey, 2005) to find an unattractive gown that does little to enhance her assets. Why have a wedding if you’re not going to look like the queen you are, right?

No, brides are much smarter. They shop early - frequently a year in advance to find the perfect gown. They bring along friends and relatives to offer soft critiques, and they try on a variety of styles before making the critical choice.

But how do you wade past the fluff and stuff often found in gargantuan bridal guides to discover your own true bride inside?

Carefully.

DRESS COLOR:

Chastity no longer determines bridal gown colors. A woman’s choice is often due to how she thinks a dress looks against her skin. And area retailers say the jury in this area is split. Brides, they say, buy as many ivory and champagne-tinged gowns as they buy of the more pristine white ones.

Furthermore, WeddingChannel.com editor-in-chief Rosanna McCollough says September has emerged as the most popular month for weddings, which might account for the more avant-garde bridal offerings seen in powder blue, iridescent pink and even blood red.

‘‘Bridal is still traditionally half and half,’’ says Rebecca Boillat, owner of St. Louis Wedding Design. But she’s seeing a greater degree of color added to bridesmaid offerings over the past few years. ‘‘Now, anything goes,’’ she says. ‘‘Look how popular chocolate brown is.’’

DRESS STYLE/SILHOUETTE:

For more than a couple of seasons, strapless has been strong, regardless of the time of year or the bride’s size. And it continues to be the most pervasive dress style found at many bridal boutiques, although halter-neck gowns and capped-sleeve ones have gained momentum.

And, thanks to noted bridal designers like Vera Wang, Monique Lhuillier and Angel Sanchez among others, more attention is being brought to a bride’s sweeter sensibilities. Now you’re likely to find sweeping looks that incorporate draping overlays, velvet waist ribbons and sashes, lots of chantilly lace and bows that are thin and wispy or big and bell-like.

Some gowns are full and full-length this season while others are tea-length and fit closer to the body. Drop-waist, natural-waist and empire-waist gowns are all accounted for, too, although trains appear to be going the direction of the dinosaur.

One reason for this, some say, is the onslaught of destination weddings, which are held out of town, on a beach or cruise ship far away from one’s familiar church or synagogue. Such venues often mean that the bride must tug along her dress; thus, the simpler the dress, the better.

‘‘It’s made a significant change, and we’re going to see it even more,’’ says Tami VanMeter, owner of Tami’s Trousseau in Clayton, Mo. Many of her clients opt for such a wedding and look for the gowns to match.

‘‘You have to consider that you’re traveling, and also, if you’re getting married on the beach, it’s more difficult to wear a poofy dress than one with a sleek elegant silhouette,’’ she adds.

BRIDAL COVER-UPS:

Bridal magazines often show gowns paired with feather and fur shrugs, lacy boleros and crochet beaded wraps. But area retailers say brides rarely rely on such accouterments on their big day.

‘‘Ninety percent of the gowns in the store are strapless. That’s not all that’s out there, but it’s more abundant than it’s ever been,’’ Boillat says. ‘‘You used to not wear strapless in January, but now you do.’’

And typically, she says, without a particular cover-up.

‘‘We rent fur wraps, jackets and hats, but we’re still getting brides to think about it,’’ she says. ‘‘It’s not really on their radar screens.’’

BRIDAL HAIR:

Soft and romantic is what’s in this bridal season when it comes to hair, area stylists say. You might see a slicked-back chignon under a veil or two, but chances are it will include a few petal curls on top, says Bob Pitts, who co-owns Studio 703 in Chesterfield, Mo., with Shawn Summers.

Loosely tousled waves are most popular right now for brides with longer hair, he says.

‘‘Most hairstyles are a little bit more retro,’’ he says, and most start thinking of a plan to grow out their hair shortly following their engagement.

But don’t look for too many flowers in the hair. Pitts says hair is kept fairly plain, with the exception of possibly a tiara.

‘‘Tiaras are always a classic look,’’ Pitts says. ‘‘The majority of the girls bring them in. Then, it’s important to build a hairstyle around the tiara to keep it from slipping out.’’

Everett E. Johnson, owner of Diva Salon Downtown, has serviced three weddings in the past couple of months, and in each case, he says, simplicity was key. The brides tended to select variations of the chignon.

‘‘The ultimate elegance is found in simplicity,’’ says Johnson, who believes such a minimal approach is necessary for a bride’s ‘‘inner glow to shine.’’