It’s been described as the society event of the year – and brand experts believe the build up to the wedding of Pippa Middleton and James Matthews has already been a huge boost to the couple’s public profile.
With the sister of the Duchess of Cambridge and the wealthy hedge fund manager getting married on Saturday, the final preparations are underway in the Berkshire countryside.
The ceremony will take place at St Mark’s Church on the private Englefield estate, with the reception being held in the grounds of Pippa’s parents’ home on the outskirts of the village of Bucklebury.
An enormous temporary glass marquee has been built on Michael and Carole Middleton’s land to host all the party guests.
In recent weeks, newspapers and magazines have been full of speculation about the wedding, including stories about a Spitfire flypast and guests being asked to bring two outfits for the event.
The couple have hired the PR woman who looks after the Beckhams to help behind the scenes.
Brand psychologist Jonathan Gabay believes the build up to the wedding has cleverly boosted the profile of the future Mr and Mrs Matthews.
He told Sky News: The way this entire wedding affair has been coordinated, I think it does help set them up as a brand as well.
Because you have so many interesting curious things going on – like this gigantic green house being erected.
So what happens is that you have people saying: ‘That’s really fascinating I want to learn more.’
The occasion has been described by organisers and Kensington Palace as a private family wedding, but it was never going to be a low-key event with so many members of the Royal Family on the guest list.
The Duke and Duchess of Cambridge will be in the congregation, with Prince George and Princess Charlotte taking starring roles as page boy and bridesmaid.
Prince Harry has also been invited – and there’s speculation he may bring his American actress girlfriend Meghan Markle.
The groom’s brother Spencer Matthews, a reality TV star who was a regular in the show Made In Chelsea, is likely to be best man.
TV cameras and photographers will be allowed to capture pictures of the bridal party arriving for the ceremony and leaving the church, but the rest of the event will be kept private and the couple have not sold the image rights to a magazine.
It has been claimed the wedding has cost more than £300,000.
(c) Sky News 2017: Build-up to Pippa Middleton’s wedding boosts her profile