Zhang Jingna August 2011 SingaporeBrides Spread is Gripping & Ghostly

Minus all of the whimsical joy of the average bridal editorial, the Zhang Jingna August 2011 SingaporeBrides takes an eerily ghostly approach to showcase these gorgeous gowns. Appropriately entitled 'Cold Flowers,' the shoot has an ethereal quality that makes it less of a fashion shoot and more of cripplingly captivating work of art. Lensed by Zhang Jingna, who is no stranger to darkness, the shoot stars models Alyona B and Nicole Volfova donning stunning wedding dresses from Amanda Lee Weddings, Dang Bridal, LaVie Bridal and The Wedding Present.

The duo present the flowing gowns in a serenely chilling story. But it is not just the models or the photographer that make this shoot so unique -- the dresses themselves have a continuous and majestic quality to them that speaks volumes and complements the gloomy nature of the shoot.

Implications - This shoot shows how consumers value honesty -- especially when it comes to emotions. Even with big events that are typically considered a time of joy, there are obvious stresses that shouldn't be glossed over in order to appeal to consumers looking for a way to express their distress.