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(I had 97 percent of the data from the original run within a month of the dress release and could have published right then and there.) This brings me to the final reason why the dress is important: Its been over two years since the dress, but this paper and another one that just came out represent the first truly rigorous studies on the dress effect

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To simplify matters, I've reached out to a few of our expert bridal shop besties to get their advice on the dos and don'ts of what to wear to a bridal dress appointment