When to Buy Your Wedding Dress – Full Timeline & Tips

Wondering when to buy your wedding dress? The ideal timeline is to start shopping 12 to 18 months before your wedding day, and to place your order at least 9 months in advance. This gives you enough time for shipping, alterations, and stress-free fittings — without limiting your options or paying rush fees.

Unlike everyday clothes, wedding dresses are often made-to-order and handcrafted with materials from around the world. From your first appointment to your final fitting, the process can take 6 to 8 months or more — and that doesn’t include time for custom changes or last-minute tweaks.

In this complete guide, we’ll walk you through the month-by-month wedding dress timeline, explain what happens at each stage, and share expert tips (plus real bride advice) to help you feel prepared and confident.

No matter your budget or wedding style, understanding the right time to buy your dress is the key to finding one that fits your body, your vision — and your big day.

Why You Need a Wedding Dress Timeline

Buying a wedding dress isn’t just a fashion decision — it’s a logistical one. And without a clear timeline, even the most excited brides can find themselves overwhelmed, rushed, or settling for a gown that isn’t the one.

Here’s why a wedding dress timeline is absolutely essential:

1. Reduces Last-Minute Stress

A wedding is full of moving parts. The last thing you want is to worry about whether your dress will arrive on time — or if there’s still time for that final alteration. A clear timeline helps you breathe easier and enjoy the process.

2. Protects You from Limited Options

Most wedding gowns are not sitting in a back room waiting to be shipped. They’re made-to-order. This means you could be waiting 6–8 months just for the dress to arrive. The earlier you start, the more designers and styles you can choose from — without needing to rush or pay extra.

3. Gives You Time for Multiple Fittings

Almost every dress needs some alteration. Maybe it’s a hemline adjustment, a more fitted bodice, or adding a bustle. These take time — usually at least two rounds of fittings spaced weeks apart. A proper timeline ensures your dress fits like a glove on your big day.

4. Allows for Weight Fluctuations

Your body might change in the year leading up to the wedding — and that’s completely normal. Starting early gives you flexibility. Alterations can be scheduled closer to your wedding date to accommodate any shifts without panic.

5. Helps You Budget Smart

Knowing when you’ll need to pay deposits, when final balances are due, and when accessories should be bought helps avoid financial surprises. A timeline spreads out your spending, making it feel more manageable.

6. Makes the Process Enjoyable

Let’s face it — wedding dress shopping is one of the most emotional and fun parts of the wedding journey. With enough time, you can savor each moment, visit multiple salons, and try on different styles without the pressure to decide right now.

A wedding dress timeline isn’t about creating more work — it’s about creating clarity. And clarity is what turns chaos into confidence.

Next, let’s walk through the month-by-month breakdown of when to do what — so you’re always one step ahead.

Wedding Dress Timeline – Month-by-Month Breakdown

Let’s take the guesswork out of wedding dress shopping. This step-by-step timeline will guide you through what to do — and when — so you never feel behind or overwhelmed.

12–18 Months Before the Wedding

This is when the journey truly begins — not when you walk into the salon, but when you start preparing your mind, budget, and inspiration.

Start with Research and Inspiration

Before booking appointments, start browsing wedding magazines, Pinterest, Instagram, and TikTok. Look for recurring elements in dresses that catch your eye: backless silhouettes, lace detailing, minimalist cuts, dramatic sleeves. These patterns will help you communicate your vision clearly.

Set a Realistic Budget

Think beyond just the gown price. Factor in alterations (often $300–800), accessories, undergarments, veil, and shoes. Set a firm maximum and communicate it with anyone who’s shopping with you.

Book Your First Appointments

Now’s the time to schedule consultations at bridal salons — ideally 2–3 that offer the designers you’re interested in. Popular salons get booked fast, especially on weekends. Don’t wait until you’re “ready to buy” — you’re going to learn a lot just from trying on.

👉 Prefer to shop online with expert guidance? Duan Bridal offers personalized virtual consultations and a curated collection of high-quality wedding gowns — trusted by thousands of brides worldwide. Explore more at duanbridal.com.

Have a Wedding Date and Venue Confirmed

Your venue and wedding season influence your dress. A beach wedding in June? You’ll want breathable fabrics. A winter ceremony in a cathedral? Think sleeves and drama. Don’t commit to a dress style until you know your setting.

Choose the Right Shopping Crew

Select 1–3 trusted people who know your style and won’t pressure you. Too many opinions can cloud your judgment. You need support — not confusion.

Keep an Open Mind

Even if you’ve envisioned a specific style for years, be willing to try on dresses outside your comfort zone. Many brides fall in love with something they never expected.

Be Honest About Timelines

Let the salon know your actual wedding date. Don’t fudge it to get priority — they’ll help you realistically assess what styles and designers can deliver on time.

The goal at this stage isn’t necessarily to buy — it’s to discover. You’re narrowing down styles, learning what fits your body best, and getting emotionally ready to commit to the dress.

Ready to say yes? Then comes the 9-month mark — the ideal moment to make your final decision.

9 Months Before the Wedding

This is the moment most brides say “yes” to the dress. You’ve explored your options, tried on styles, and now it’s time to make the decision — with confidence and clarity.

Say Yes to the Dress

Nine months before the wedding is the sweet spot to place your gown order. This gives designers enough time to create your made-to-order dress and ensures you still have months left for fittings and alterations. Don’t wait for a “perfect” moment — if you feel beautiful, confident, and excited in a dress, it’s the one.

Place the Order and Pay the Deposit

Once you decide, most salons require a deposit — typically 50–60% of the dress cost. Your order is then submitted to the designer, who will begin production. Some designers take 4–6 months, others may need up to 8, depending on the detailing and demand.

Take Professional Measurements

Your bridal salon will take detailed measurements — bust, waist, hips, and length — to ensure the closest possible fit. Keep in mind that bridal sizing runs differently than everyday clothing, often 1–2 sizes larger. Don’t panic — it’s standard practice in the bridal world.

Understand Why Early Orders Matter

Wedding dresses aren’t mass produced. They’re handcrafted, often using materials sourced from around the world: French lace, Spanish silk, Indian beading. Production is timed and scheduled in batches, especially for high-end or couture designers. If your timeline is too tight, you may be limited in your choices or forced to pay a rush fee — if rush service is even available.

Confirm the Timeline with the Salon

Ask for an estimated delivery date and write it down. Some salons also offer storage for your gown when it arrives — make sure to inquire about their policies now, not later.

This is also a great time to start thinking about the rest of your bridal look — veil, shoes, jewelry, undergarments. These will all come into play as your fittings begin in the next few months.

With your dress officially ordered, you’re no longer imagining what you’ll wear — you know. That’s a powerful feeling. And the next milestone will make it feel even more real: the moment your gown finally arrives.

6 Months Before the Wedding

The wait is over — your wedding dress is finally here. This is a major milestone in your bridal journey, and now the real transformation begins.

Your Dress Has Arrived

Most gowns arrive at the salon around 5–6 months after ordering, depending on the designer and production timeline. The salon will notify you as soon as it’s in — and it’s time to book your first fitting.

Schedule Your First Fitting

Your first fitting is not about perfection — it’s about getting started. The seamstress will examine how the gown fits and pin it for alterations. Come prepared with:

The exact shoes you plan to wear (heel height affects hem length)
Your bridal undergarments (especially shapewear or strapless bras)
Any accessories you’ve chosen (like a veil or statement necklace)

This gives the seamstress a full picture of how your dress should look and move.

Storage Options

If your wedding is still months away, ask if the salon can store your dress temporarily. Many salons offer free or paid storage for 30–90 days. If you take the dress home, store it in a cool, dry place away from sunlight and curious pets.

Shop for Wedding Shoes

Now that you know your dress length and vibe, start hunting for your wedding shoes. Look for comfort — you’ll be on your feet for hours. Consider the venue: stilettos on grass or cobblestones? Not ideal.

Begin Gathering Accessories

This is the perfect time to curate your bridal look:

Veils or hairpieces
Jewelry that complements your dress (not competes with it)
Outer layers like capes, jackets, or shawls for seasonal weddings

Buy Undergarments (But Not Too Soon)

After the first fitting, you’ll know where support is needed. Choose undergarments that are seamless, invisible, and match your skin tone. Don’t buy shapewear too early — your body may still change in the coming months.

This stage is all about preparation and personalization. Your dress is no longer a concept — it’s real, it’s yours, and it’s about to be tailored into perfection.

Next up: the crucial 2–3 months before your wedding, when alterations begin and the gown truly becomes your gown.

2–3 Months Before the Wedding

This is when the magic of tailoring happens — where your dress goes from beautiful to absolutely made for you. With just a few months to go, it’s time to perfect the fit and prepare for movement, comfort, and confidence.

Begin Your Alterations

Most salons recommend starting alterations about two to three months before the wedding. By this time, your body will be closer to its wedding-day shape, and any fluctuations are easier to accommodate.

Common alterations include:

Hemming the gown for your specific shoe height
Adjusting the bodice for a more flattering fit
Adding or removing straps, sleeves, or lining
Creating a bustle (a way to lift the train for easier walking/dancing)

Pro tip: If you plan to lose weight, communicate clearly with your seamstress. But don’t delay fittings — it’s better to make minor adjustments later than miss your window.

Bring the Right Support System

Consider bringing one or two bridesmaids or close friends — especially someone who will be helping you on the big day. They can learn how to fasten complicated buttons, zip you in correctly, or bustle the dress after the ceremony.

Practice Moving in the Dress

This is your chance to walk, sit, dance, and breathe in the gown. Don’t be shy — test your mobility. If something feels too tight or uncomfortable, speak up. A good seamstress wants you to feel as amazing as you look.

Reconfirm Accessories

Bring your veil, jewelry, and shoes to your fitting. This lets you see the full bridal look together — and spot any style mismatches before the wedding.

Keep Track of Fitting Appointments

Most brides need 2–3 fittings spaced a few weeks apart. Schedule your final fitting close to the wedding date, but leave enough buffer time for last-minute tweaks.

This stage can be emotional. You’re seeing the full picture come together — the fabric, the fit, the glow. And as the wedding approaches, each fitting becomes a dress rehearsal for one of the biggest moments of your life.

Next, we’ll move into the final prep phase: 1–2 Months Before the Wedding, when everything should feel (almost) perfect.

1–2 Months Before the Wedding

You’re getting close — and your dress should be nearly perfect by now. This is the stage where every detail is fine-tuned, from the final stitch to the full bridal look. It’s your last chance to ensure everything is exactly how you want it.

Final Fitting (Second or Third Appointment)

Schedule your final fitting during this period — typically 3 to 4 weeks before the wedding. The gown should fit like a second skin at this point. You’ll try it on fully zipped, bustled, and ready to move.

Use this time to:

Check if the hemline still works with your shoes
Make sure the bodice hugs (not squeezes) your body
Confirm that you can comfortably walk, sit, dance, and hug
Practice bustling the train if needed (take videos!)

If any last-minute tweaks are required — such as loosening a seam or adjusting straps — your seamstress still has time to take care of them.

Try on Your Full Bridal Look

Bring everything:

Your veil or headpiece
Wedding shoes
Jewelry
Undergarments
Any outer layers (cape, jacket, shawl)

Seeing your full bridal look together helps you feel emotionally ready — and ensures everything works harmoniously.

Confirm Steaming or Pressing Services

Most bridal salons offer professional steaming before you pick up your gown. Make sure it’s scheduled for the week before your wedding — and reconfirm the pickup date.

Do a Comfort Check

How does the dress feel after 20 minutes of wearing it? Are there any sharp seams, pinching straps, or restrictive panels? It’s better to discover these now than on your wedding day. Comfort is just as important as aesthetics.

Prepare for Transport

If you’re storing the dress at home or traveling with it, ask for a breathable garment bag and instructions. Never use plastic or airtight covers — they can trap moisture and damage delicate fabrics.

This is the final checkpoint before the big moment. You’re not just trying on a dress — you’re stepping into your wedding-day self.

Coming up next: 1–2 Weeks Before the Wedding, when you officially take the gown home and prepare it for your walk down the aisle.

1–2 Weeks Before the Wedding

The countdown is real. With just days to go, it’s time to pick up your dress, finalize every detail, and make sure it’s ready to shine — just like you.

Pick Up Your Wedding Dress

Your gown is complete, steamed, and flawless. This is the moment you officially take it home. Be sure to:

Double-check all alterations are finished
Ensure the bustle is clear and easy to use
Try it on one last time at the salon if possible — just to be sure
Pay any remaining balances, including for alterations or add-ons

Most salons will also walk you through how to store and transport the dress safely.

Store It With Care

Use a breathable garment bag (usually provided by the salon) and hang the gown in a cool, dry, dark place. Avoid closets with strong smells (like laundry or perfume). If you have pets or kids, store it in a room they can’t access.

If your dress has a long train or delicate fabric, ask the salon how to properly hang or lay it to avoid creases or pulling.

Steam or Press (If Not Done Already)

If the salon didn’t steam your dress before pickup, make arrangements now. Some salons offer at-home steaming, or you can take it to a professional cleaner who specializes in bridal garments. Avoid doing it yourself unless you’re confident — one wrong move can damage lace or delicate beading.

Prepare for Travel (If Flying)

If you’re having a destination wedding, never check your dress as luggage. Always carry it on the plane and store it in the overhead bin or ask the flight crew if they can hang it in a closet. Use a padded hanger and garment bag to protect it during the flight.

Double-Check the Full Look

Now is also the time to try on everything one last time — not for fit, but for peace of mind:

Dress
Veil or headpiece
Jewelry
Shoes
Undergarments
Accessories like gloves, jackets, or bouquet ribbons

Make sure nothing is missing, broken, or uncomfortable.

This moment is quiet, personal, and powerful. The dress is yours. It’s ready. And so are you.

All that’s left… is the big day.

Next, we’ll cover the final step: Wedding Day — how to handle your gown and ensure everything unfolds beautifully.

Wedding Day

It’s finally here — the day you’ve dreamed about. Your dress is steamed, ready, and waiting. Now, all that’s left is to wear it, feel radiant, and step into the moment you’ve been preparing for.

Let the Dress Breathe

Take the dress out of its garment bag a few hours before you plan to wear it. Hang it somewhere high and clean, preferably in a room with good airflow. This helps any small wrinkles relax and gives the fabric time to settle.

Avoid hanging it near food, makeup, or hairspray — wedding dresses are delicate and easily stained.

Steam Touch-Ups (If Needed)

If the dress still has visible creases, use a handheld steamer carefully, or ask someone who’s done it before. Always test the steamer on an inner seam first. Many salons offer day-of services or can recommend a stylist to assist if needed.

If you’re at a hotel, ask the concierge or wedding coordinator for help — some venues even have steamers on hand.

Getting Into the Dress

Give yourself at least 30–45 minutes to get into your gown. Assign one trusted person — a bridesmaid, mom, or stylist — to help you. Make sure they:

Know how to zip, button, or lace it up
Understand how to manage the train and veil
Have clean hands and no sharp jewelry

Wear a silk robe or loose clothing before dressing so nothing leaves marks on your skin. Sit on a clean towel if you need to rest once dressed.

Bustle Practice

If your gown has a bustle, now’s the time to put it to work — usually after the ceremony and photos. Make sure someone from your party knows how to bustle it quickly so you can move freely during the reception.

Tip: Bring safety pins and double-sided fashion tape in your emergency kit, just in case.

Feel It, Own It

When the dress is on, take a breath. Look in the mirror. You’re not just wearing a gown — you’re wearing your story. Every fitting, every decision, every emotional moment led here.

This isn’t just about looking beautiful. It’s about feeling like your most empowered, graceful self as you walk into one of life’s most meaningful chapters.

Now that you’ve completed every step of the timeline, your only job left is to enjoy every second.

Up next: we’ll explore what happens if you’re shopping late, and how to still find the perfect dress — even with a tighter deadline.

What If You’re Buying Late? Options for Last-Minute Brides

Life happens — maybe your engagement was short, your plans changed, or you just didn’t realize how long wedding dresses actually take. Whatever the reason, if you’re short on time, don’t panic. You still have beautiful options — and you’re far from alone.

1. Look for Sample Sale Gowns

Many bridal salons hold seasonal sample sales where you can buy floor samples — the gowns brides try on during appointments. These dresses are often sold at 30–70% off and can be taken home immediately.

What to know:

Sizes may be limited, but some salons offer in-house alterations
Check for any wear and tear (small stains or loose beads can often be fixed)
Bring your wedding shoes to check length

2. Shop Off-the-Rack Collections

Some designers and bridal retailers offer ready-to-wear lines that are sold in standard sizes, not made-to-order. You can try them on, buy the same day, and take them home — no 6-month waiting period.

Where to look:

Bridal chains like David’s Bridal
Designer outlets
Online platforms with fast shipping: Anthropologie Weddings, BHLDN, Eloquii, Revolve, Reformation, Net-a-Porter, MATCHESFASHION

Just be sure to check the return policy, especially with online orders.

3. Ask About Rush Delivery

Some designers still offer rush services (for a fee) that cut down production time. Availability depends on the designer and season, so ask your salon early. Expect to pay $100–$500+ extra, and know that your choices may be more limited.

4. Focus on Smart Alterations

If you find a dress that’s almost right, an experienced seamstress can work wonders. Adding sleeves, removing layers, reshaping a neckline — many tweaks are possible even on a time crunch. Book fittings as soon as possible.

5. Be Flexible — Not Desperate

When you’re under pressure, it’s easy to settle. But try to stay open-minded and intentional. You may not get the exact Pinterest-perfect gown, but you can still find something that makes you feel beautiful and confident.

Remember: the dress doesn’t define the moment — you do. The sparkle in your eyes, the love in the room, the meaning behind every step you take — that’s what makes a bride unforgettable.

Up next: A real bride’s story — how starting early still led to unexpected lessons.

Real Bride Advice – From Someone Who’s Been There

Every wedding dress journey is unique — and sometimes, even when you do everything “right,” there are surprises. Here’s a personal story that proves planning ahead is smart, but timing your decision matters just as much.

“I bought my wedding dress in April 2024 for my wedding in May 2025. That gave me over a year — more than enough time, right? The dress arrived in December 2024, exactly as expected. But the alterations took much longer than I thought. I didn’t get the finished gown back until one week before the wedding.”

Yes, one week.

Despite starting early and doing all the “right” things, delays still happened — especially during the alteration process. But here’s the surprising part:

“I had lost about 10 pounds between the time I ordered the dress and the big day. But thanks to great tailoring, the dress still fit perfectly. That final fitting made all the difference.”

The lesson?

Start looking early, but don’t feel rushed to make a decision too soon. You may try on dozens of dresses you like, only to change your mind a few days later when you look at photos.
Give yourself space to fall in love with a gown — and also to change your mind. Your taste might evolve. Your body might change. Your confidence might grow.
Don’t let body insecurity delay the process. If a dress makes you feel beautiful now, you’ll feel even better in it later. The right dress doesn’t just flatter — it empowers.

Most importantly:

“When you find the dress that makes you stand taller, smile wider, and feel most like yourself — say yes. Don’t overanalyze photos or wait for someone else to approve. That moment of joy is the best confirmation you’ll get.”

Up next, let’s explore some of the most common mistakes brides make when buying their dress — and how you can avoid them.

Common Mistakes to Avoid

Wedding dress shopping is one of the most exciting parts of the planning process — but it’s also where many brides stumble. Between timelines, emotions, and external opinions, it’s easy to make choices you might later regret.

Here are some of the most common mistakes brides make — and how you can avoid them:

1. Waiting Too Long to Start Shopping

Many brides underestimate how long it takes to order, ship, and alter a gown. Starting less than 6–8 months before the wedding drastically limits your options. You may be stuck with sample racks or pay rush fees.

Avoid it by: Starting your dress search 12 months in advance, and aiming to buy no later than 9 months out.

2. Shopping Too Early (Then Changing Your Mind)

Yes — the opposite is also true. Shopping 18+ months ahead can backfire. Your body, venue, and taste might change. Brides who buy too early often second-guess themselves.

Avoid it by: Doing early research, but waiting until you’re about a year away to make a final decision.

3. Delaying Because You Want to Lose Weight

This is one of the most heartbreaking mistakes. Waiting until you reach a “goal weight” often leads to last-minute stress, limited options, and missed opportunities.

Avoid it by: Buying a dress that fits your current body beautifully. Skilled seamstresses can adjust it later — and confidence looks better than any number on the scale.

4. Lying About Your Wedding Date

Some brides give an earlier fake wedding date to “rush” the process or feel prioritized. But this can confuse your salon, mess up your fitting schedule, and cause miscommunication.

Avoid it by: Always being honest about your real wedding date. A good salon will work with your timeline without games.

5. Over-Relying on Photos to Decide

It’s tempting to take pictures during try-ons and obsess over them later. But photos — especially unflattering ones in bad lighting — don’t capture how a dress feels or how it moves.

Avoid it by: Trusting your emotional reaction in the moment. If you felt powerful and beautiful, that’s what matters — not a slightly awkward angle in a photo.

6. Bringing Too Many People to Appointments

Too many voices can overwhelm your judgment. You may find yourself pleasing others instead of listening to your own instincts.

Avoid it by: Bringing 1–3 trusted people who understand your vision and respect your voice.

Every bride makes a few mistakes — it’s part of the process. But with awareness and preparation, you can avoid the biggest regrets and move forward with confidence.

Coming up next: let’s gather some timeless advice from bridal stylists and experts to help you feel empowered every step of the way.

Wedding Dress Shopping Tips from Experts

Behind every confident bride is a smart shopping strategy — and some well-earned wisdom from those who’ve seen it all. Bridal stylists, seamstresses, and seasoned brides agree: the way you shop matters just as much as what you buy.

Here are expert-backed tips to make your dress journey smoother, less stressful, and a whole lot more magical:

1. Be Emotionally Ready to Say Yes

Don’t walk into your appointment just to “browse” if you’re not prepared to commit. Many brides find their dress unexpectedly — and feel conflicted if they weren’t mentally prepared.

Tip: Before you shop, ask yourself: If I fall in love with a dress today, am I ready to say yes?

2. Shop for How You Want to Feel — Not Just Look

Instead of obsessing over trendy silhouettes or what’s “flattering,” ask how you want to feel on your wedding day: Regal? Ethereal? Effortless? Let that emotional goal guide your choice.

Tip: Describe your dream dress with emotional words first — the visuals will follow.

3. Don’t Overthink the Photos

It’s normal to review pictures after your appointment, but remember: iPhone lighting isn’t the same as wedding-day magic. And dresses rarely fit perfectly in try-ons.

Tip: Focus on how you felt in the moment. Confidence > camera angles.

4. Don’t Bring Too Many Opinions

Everyone means well — but too many voices can turn clarity into chaos. What matters most is how you feel, not what your cousin thinks would look better.

Tip: Bring a small crew of supportive people who know your style — and know when to stay quiet.

5. Trust the Professionals

Your stylist has seen hundreds of brides and understands fit, fabric, and what works for your body. Listen to their suggestions — even if it’s not what you imagined.

Tip: Try on at least one “wild card” dress. It might surprise you.

6. Come Prepared

Wear nude undergarments, avoid heavy makeup (to protect dresses), and bring heels similar to what you’ll wear. Don’t show up hungry or rushed — treat the day with the ceremony it deserves.

Tip: Block out several hours for each appointment, and plan something fun after — like lunch or coffee — to celebrate.

7. Don’t Wait for Tears

Not every bride cries when they find the one. That doesn’t mean it’s not your dress. Some brides laugh. Some feel calm. Some just… know.

Tip: Trust your gut. If you feel like the best version of yourself — that’s your dress.

Dress shopping is part style, part emotion, and part instinct. When you combine expert advice with self-trust, you don’t just find a gown — you find your wedding self.

Next up: the final part of your timeline — a grounded reminder that the best decision is the one you feel at peace with.

Trust the Timeline, Trust Yourself

Planning your wedding dress timeline isn’t about perfection — it’s about peace.

Yes, there’s a “recommended” schedule. Yes, starting 12 months in advance gives you the most options, the most flexibility, and the least stress. But no matter where you are in your planning — early, on time, or a little behind — the most important thing is that you trust yourself.

Because here’s the truth:

You can start early and still face unexpected delays.
You can start late and still find the dress.
You can change your mind — and that’s okay.
You can gain or lose weight — and still look stunning.

Your wedding dress isn’t just a garment. It’s a symbol of your choice, your story, and your readiness to step into a new chapter.

So use the timeline as a guide — but not a rulebook.

Let it support you, not pressure you.

Let it organize the process, so you can focus on the feeling.

Because when the moment comes — when you step into that gown, look in the mirror, and feel like you — it won’t matter if you followed the timeline perfectly.

What matters is that you showed up for yourself.

That’s the real fit that counts.

🎯 Final Tip: Bookmark this guide, share it with a friend, or print it out as your bridal timeline checklist. And remember: the best wedding dress is the one you feel most like yourself in — no matter when you buy it.