The dress and its maker were not formally announced until the bride stepped from her car to enter Westminster Abbey just prior to the service. Noted for its design, symbolism, and expected influence on Western bridal gown trends, the dress was widely anticipated and generated much comment in the media. Replicas of the garment were produced and sold, and the original dress was on display at Buckingham Palace from 23 July 2011 until 3 October 2011 during the annual summer exhibition.
Before the day, there was much speculation as to what Middleton would choose for her dress. On 6 March, The Sunday Times reported on speculation that Middleton had chosen McQueen designer Sarah Burton. Their report stated: "A fashion source said that the dress will be a combination of Middleton's own design ideas and Burton's deep knowledge and understanding of high fashion." The label and Burton both denied any involvement. Burton's work came to the notice of Middleton in 2005 when she attended the wedding of Tom Parker Bowles, the son of Camilla, Duchess of Cornwall. Burton had designed the bridal gown for his bride, fashion journalist Sara Buys. Also suggested were Phillipa Lepley, Victoria Beckham, Sophie Cranston's Libelula, Jasper Conran,Elizabeth Emanuel,Daniella Issa Helayel, Marchesa by Keren Craig and Georgina Chapman, Stella McCartney, Bruce Oldfield,and Catherine Walker.
One British firm's replica, commissioned by The Times as a contest prize, was completed less than five hours after Middleton began her car ride to the Abbey. The firm received numerous inquiries within a day, but expressed that it would have to consult lawyers before replicas could be sold.New Zealand couturist Jane Yeh worked through the night after the wedding to create another copy of the dress. Chinese dressmakers told news reporters they expected to have knock-offs of the dress available one week from the event; one expressed frustration that it was not leaked in advance so that they could have stock prepared earlier. Another suggested a £70 to £90 retail price.
The choice of a dress from the fashion house of Alexander McQueen, who had committed suicide in 2010, led Hubert de Givenchy to state "It's a lovely thought, a nice tribute."
The dress along with other items pertaining to the Royal Wedding were exhibited at Buckingham Palace from 23 July 2011 until 3 October 2011. The method of displaying the dress and tiara (on a headless mannequin lit by white lighting) was reported to have been described as "horrid" by the Queen during a private tour of the exhibition with the Duchess of Cambridge in July 2011. A microphone overheard the Queen remarking to the Duchess "It's made to look very creepy" while Catherine responded that it had a "3D effect".
The dress helped attract a record number of visitors to Buckingham Palace in the summer months of 2011. It was also reported to have helped raise around eight million pounds towards Kate Middleton's own charity fund as well as palace renovations.
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