“Trunk shows are exciting because the brides get to see the latest and the newest styles, while being able to take advantage of discounts of the featured collections,” says Stephanie Welsh, salon manager at the Priscilla of Boston salon in Short Hills (973-376-2345), which offers trunk shows featuring one of their three lines: Priscilla, known for classic lace and traditional looks, Melissa Sweet, with whimsical, fashion-forward designs, and Platinum, the collection with unique beading and embellishments.

So, what exactly is a trunk show? While it varies from salon to salon, most trunk shows offer the bride a unique opportunity to see an entire collection from one designer in one location. Depending on the designer, this can mean being able to view anywhere from twenty-five to forty-five of the newest gowns up close, before they are in the salon. And sometimes the best part of the trunk show is meeting and chatting with the designers themselves.

Gillian Sleight, manager of Bridal Garden in Marlton (856-988-8188; www.bridal-garden.com), which carries Lazaro, Monique Lhuillier, and Alvina Valenta, agrees, saying the bride can customize her dress in many ways. “They can raise or change a neckline, open up a cup size, remove or add a bustle—all elements that can truly personalize a gown,” says Sleight. An added bonus is that these adjustments are usually offered at a discount if the bride purchases her dress the day of the trunk show.

Discounts on the gowns themselves are also sometimes available. “In addition we sometimes offer other incentives as well, if they purchase the day of one of our trunk shows,” says Judy Fletcher, owner of The Wedding Store at Liz Clinton’s in Andover (973-786-5330; www.myweddingatlizclintons.com), which carries Henry Roth, Bellissma, and Anjolique.

And while many brides go to specific trunk shows to see a featured designer, some arrive ready to look at other collections, too. This was the case with Meaghan Orcutt, a bride from Weehawken, who was married in September 2007 at Martha’s Vineyard. Orcutt, whose mom Mary drove down from the Vineyard to go gown shopping, discovered her perfect gown—a Carolina Herrera dress during a recent Anne Barge trunk show.

The same time Meaghan was admiring her final choice, Marianne Racioppi of Bernardsville, was conferring with her mom Anna Marie and Barge in another private viewing space, about the perfect gown she had just found for her New Year’s Eve wedding to Gregg Angelillo.