How low can you go?

NPR is reporting that brides are willing to go really low with the cut of their wedding gowns:

Monte Durham works at an upscale wedding dress store in Atlanta and co-hosts the TLC show Say Yes to the Dress Atlanta. Turn it on, or the original Say Yes to the Dress, set in New York, and you'll plunge into constant drama about plunging matrimonial cleavage.

Illusion fabric does little to assuage concerns on the shows, those of mothers-in law in particular. Brides' penchant for dramatically dipping décolletage is not limited to reality television. Durham sees it among customers at his store, Bridals By Lori.

"Ninety percent of the brides want to try on a revealing gown," he says, adding that customers may not end up buying one. Still, he describes one of the top-selling dresses at Bridals by Lori as "extremely revealing." It should be noted, that this is the kind of store where dresses can cost upwards of $10,000. These dresses are not cheap.

Sociology professor Patricia Arend studies the wedding industry. She believes this trend was influenced by red carpet fashion, which itself, she says, was transformed in the year 2000 by the semi-transparent, super low-cut green Versace gown Jennifer Lopez wore to the Grammy Awards. It exposed much of the singer's chest and midriff.