(Bebeto Matthews | The Associated Press) In this April 13, 2018 file photo, bridal fashion from the Amsale collection is modeled during Bridal Fashion Week in New York. Buying a wedding dress online is a much different experience than doing so in a store. Shopping online can help brides make more clear-headed and less emotion-driven purchases. But it also requires brides to be their own consultants, who are familiar with fabrics, cuts and more.