My friend’s dress is ugly

If I were you, I would go with her and be supportive. You don't have to lie and say you like the dress if you don't. Say things like "You look so beautiful", "_____ is going to be so excited when they see you", "you make such a beautiful bride". And if she asks you specific questions about the dress, tell her you love how bridal she looks and how happy she looks in it. Or steer the conversation away from the dress a little and say something like "ooh what kind of shoes/jewelry/veil would you pick with this dress"?

She likes what she likes and that's okay, her budget shouldn't have anything to do with it. Just be there for her because she's your friend.

I completely understand. I love my dress, but I'm sure there's another one out there I might have considered if there were no budget restraints. If she feels beautiful, that's all that matters. We all have different tastes and she may not see herself/those dresses the same way that you do. All you can do is be there for her!

Just because she is choosing dress styles that you don't like doesn't mean that you can't still go and support her, especially if she has no one else to go with her. Maybe just surprise her and take her to a bridal shop you like and help pick out some dresses. Ask that she just try a different style. Maybe she is just worried she won't look right so is picking her safe choices.

When she asks what you think, just say something like "it is not the style I would choose or I think you look great in this but you should choose the dress you like best"

This. It's like when someone has an ugly baby, you find nice things to say. Maybe the color/silhouette is very flattering, so focus on that and how much she loves the dress.

At the end of the day it's what she likes, She is the one that has to wear it not you. You can still be supportive, And their is Nothing wrong with having different taste. If God would have made us all the same than their would be no uniqueness in the world.

I've seen stories about dress regret too but I'm not sure why though. I made sure that my dress was what I wanted. I love my dress and every once in awhile I catch myself unzipping the bag just to admire it.