The supermarket chain have hosted their own fashion range for several years, but it's their new foray into bridalwear that's caught attention.
The Signature Lace Wedding Dress is part of the F&F's new season collection and retails for €104 and available online.
The frock features a "floor sweeping gown features a sheer lace yoke with a slash neckline and a strapless inner for a flattering fit", according to the website, where it's being sold from sizes 6 to 22.
Many of the sizes have already sold out as frugal fashionistas have flocked to the unlikely wedding destination for a high fashion look at high street price for their big day.
The collection also features cut-price looks for wedding guests and bridesmaids, with prices starting at €20.50.