At a friend of mine's wedding, each bridesmaid had a different dress, but they were all the same color. That way, each bridesmaid picked out the dress most flattering for her, but still in line with the bride's color scheme.
I think it's a win-win situation - the bride doesn't have to hear the bickering from her bridesmaids on how ugly the dresses are, and the bridesmaids know they'll look good in them.
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