In the U.S., a wedding gown can symbolize heartfelt customs and traditions we're so attached to, and even involve the rituals of multiple fittings. "Just getting over the, 'I want it as an heirloom' and 'I want it perfectly tailored to me' are the two hurdles to get over," says Aaron Cheris, a San Francisco-based partner at Bain & Company. The luxury retail expert, however, suggests keeping an eye on the resale space as a weathervane for acceptance and adoption of the bridal rental model, as well as a way for prospective customers to become accustomed to wearing a pre-owned piece, especially for such a life event.