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krirs kirstie kelly has created a revolutionary way for brides to find their wedding dress without leaving their house. how has the bride changed over the years? >> the bride today wants to shop on her own time. she has been buying everything online her whole life. to gather all of her girl friends and actually physically go somewhere with eight or ten people, that's a chore. >> reporter: the borrow me process is simple. for a fee of $35 per dress, a few mrs. can borrow as many dresses as her heart desires from kirstiekelly.com, for 48 hours. now we're talking. she even gets her own bridal stylist. >> you can skype or facetime or get on the phone with them as you have your gown on. >> reporter: that's genius. >> and try it on with your girlfriends. >> reporter: and an excuse for a party. >> it is a fantastic excuse for a party. you can have it anywhere you like, and it's in your own home. >> reporter: home is where we
sleep well, on the wings of lunesta. ♪ ♪ i need someone to read me stories ♪ ♪ someone to turn the page finally, the winner of one of the world's most prestigious design competitions has been announced and the winner is -- drum roll, please -- >> a light bulb -- >> what? >> that was your line. i'm sorry. i took it from you. it's not just any light bulb. i'm excited about this. this is a sculpted, low-energy bulb. take a look. here's the bbc. >> right here, right now. >> reporter: now, here is a bright idea. a designer low energy light bulb. if you want to illuminate your home in an ecofriendly fashion,
>> do we want to live in a country that doesn't make anything? i think it's an appalling idea. that we should just be importers. making things, i think is a pleasure and a joy. to be an intelligent designer, you have to understand how the factory works. we cannot live by service industries alone. >> reporter: it's too early to judge if this product has a dazzling future but its creators will be reassured to know that at least one major household goods retailer said its customers did not consider lightbulbs dull. in fact, to them, design matters. will gompert, bbc news. >> sounds better in the british accent. >> the conversion there for the u.s. dollars is $32 a bulb. >> we were inspired. we thought we were going the try this challenge as well.
costco? that's right. the discount retailer most famous for bulk toilet paper and mixed nuts just got into the bridal game. bob, the handler, not included. hello. >> the draping on the side gives it a nice little poof. >> reporter: long-time bridal designer kirstie kelly is teaming up with costco. on a line of six wedding dresses. >> it's creating this concept for the bride so she knows she's getting a high quality gown. it's a couture style gown. the gowns have an amazing construction inside. they're fully corseted out of beautiful fabrications. the only difference is the cost. >> thanks. >> reporter: there's nothing about costco that suggests bridal wear. you think toilet paper, you think cashews, almonds, anything else but clothing. >> right. >> reporter: did you even think twice about it? >> you know, i didn't. i didn't because the costco consumer is a very savvy consumer and our bride is a very savvy bride.
you have this curvaceous choice. the designer spent a great deal of time worrying about what might turn people on, and what might turn people off. their quest was to marry practicality, one that works -- with a sense of style and beauty to create an object of desire. something you not only wanted to own but hopefully also wanted to keep. >> that's really the role of a designer, i think, is to make objects that people really connect with and cherish. that's one of our roles. obviously in this case it's not just about prettifying but the underlying problem to get people to adopt this stuff because obviously that's in everybody's interest. >> reporter: that is if money is not too much of an issue. funky costs. each one is nearly 20 pounds, that's up to 20 times the price of some other low-energy bulbs. and according to the founder of the design museum, it's a shame that as with many other products designed in the uk, they're manufactured abroad.