Why hundreds of shoppers are lining up outside a Vinnies store right now: ‘It’s about time’

Hundreds of shoppers have been queuing outside a Melbourne store for the chance to buy a wedding designer dress for as little as $20.

Vinnies has opened its first Melbourne Wedding Pop-Up at The District Docklands, drawing brides-to-be eager to find their dream gown. 

The four-day event features more than 300 new, vintage and pre-loved wedding dresses – many still with original tags – with most selling for around $100 and prices ranging from $20 to $500. 

It’s a tempting offer for couples facing the soaring cost of getting married in Australia.

But wedding dresses are only the beginning. Shoppers can also browse veils, shoes, accessories, bridesmaid dresses, suits, flower girl and flower boy outfits, guest attire and decorations. 

Dozens of brides-to-be were seen queuing outside on Friday, with the massive line stretching down the street. 

‘Crazy long line,’ one shopper said. 

‘It was an amazing and wonderful atmosphere, helpful people and beautiful dresses,’ another customer shared. 

‘The store was epic. So many affordable dresses,’ one added. 

Many were excited about the affordable range of wedding gowns, with one sharing: ‘About time you all did this.’ 

Photographers, wedding planners and other vendors are also on hand, with the event running now between 10am and 6pm until Sunday, August 23.

After last year’s extraordinary scenes at Vinnies’ Sydney wedding event, Melbourne brides have good reason to get in early.

One bride found a $10,000 Vera Wang

Last year, hundreds queued for hours in the rain at the Sydney pop-up. Among them were Rachel and her then-fiancée Courtney, who found their experience at a traditional bridal boutique wasn’t for them.

Instead, they queued at Vinnies – and Rachel made an incredible discovery when another shopper handed her a gown that didn’t fit. 

‘I put it on and it just fit perfectly. And I was like, well, I can’t not…’ Rachel said.

Only later at a tailor did she realise she’d bought a Vera Wang wedding dress worth about $10,000. 

‘I was like, wow. Well, I was never going to spend that,’ she said.

After repairing a tear, repurposing lace and removing layers of tulle, Rachel made the dress her own for her wedding to Courtney at Athol Hall in Sydney in January. She plans to donate it back to Vinnies, hoping the dress will continue its journey.

‘I love that it had a story and I love that I can pass it on as well,’ she said.

The $38,000 problem facing Australian couples

The rush for discounted wedding dresses comes as the average Australian wedding now costs around $38,000, prompting many couples to seek ways to save without compromising on their celebration.

A dress is a logical place to start. Designer gowns can cost thousands, even if worn only once. 

Meanwhile, Australia’s love of op shopping and vintage fashion has made pre-loved dresses infinitely more appealing.

For Rachel, the financial reality was a key factor. 

‘Weddings are so much money, and so much of it goes to really commercial places,’ she said. 

‘If I’m going to spend the most I’ve ever spent on a single item of clothing, I want it to be an impactful choice.’

Funds raised by the Vinnies Wedding Pop-Up will support Victoria programmes helping people facing housing insecurity, homelessness and financial hardship.

The event continues at The District Docklands until Sunday, August 23.