Show and Tell: Concept

I love magazines. My house always has a ton of them. So it' no surprise that I currently have a giant collection of bridal magazines. It's funny. I have no interest in reading the articles. I actually get annoyed when I see a page with mostly text. I just want to look at the pictures!

Anyway...I was flipping through a magazine trying to find concept/idea ammo for my blog post. I was thinking that most concepts for bridal magazine advertising is pretty simple. They just show a pretty dress/pretty jewelry/pretty women. The concept is pretty! Right?

Then I came across the ad below. At first I was confused. First of all, there are a ton of patterns going on and it's a bit much. But then I did the exercise we did in class and I dissected each part of the image. Now that I know the concept, though, I can't decide if it's creative or it doesn't make sense. The concept is comfort. I realized this because of all of the mattresses, blankets, and pillows in the background. At first, I couldn't figure out why this girl in a bridesmaid dress was standing in a room with way too many patterns and bedding. Then, I realized, they are trying to inadvertently tell you the dress is comfortable. It's a smart idea because when we think of formalwear, we probably don't associate it with comfort. I just can't decide if it was executed well.