Scores of tourists said “I do” to viewing the wedding dress of Kate Middleton this summer. Hundreds of millions tuned in to see it on television and nearly a million are expected to see it while on display.

The white lace-trimmed gown worn by the now-Princess when she wed Prince William on April 29 has been on display at Buckingham Palace since July 23. The dress, and other wedding attire including Kate’s tiara, are drawing record crowds, even with the $27 admission. The Sarah Burton dress is estimated to have cost $400,000.

More than 354,000 visitors have been drawn to the palace’s public exhibition rooms since the dress went on display, according to Britain’s Daily Mail, and the exhibit is anticipated to break all expectations.

Proceeds from ticket sales go to charities chosen by William and Kate, as well as for helping with the upkeep of the palace’s possessions.

The dress will be available for viewing until Oct. 3.

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