Back, now, at 7:43, with the pictures that are going amazingly viral. Blazing. She is just fine. The woman you see. It's all part of making her wedding day memorable, indeed. Abc's amy robach has this... See More
Back, now, at 7:43, with the pictures that are going amazingly viral. Blazing. She is just fine. The woman you see. It's all part of making her wedding day memorable, indeed. Abc's amy robach has this incredible story. Reporter: This morning, this video is taking a lot of heat. A bride's dress is purposely lit on fire. The woman then runs to the ocean to extinguish the blaze. It's an extreme version of wetting photography called trashing the dress. Newlyweds taking their bridal whites out after the big day for a photo shoot like no other. They'll get into like muddy puddles or in the rain. They'll jump in pools, get all sandy at the beach. Reporter: But the photography community says this takes trashing the dress to dangerous heights. Eric simmons was the photographer that caught that moment. All of the brides are looking for something that hasn't been done before. It was my idea to use the real fire and not photo shop. I just know from the look of it, it looked a little on the dangerous side. Reporter: Photographer michael cooper of alt photography did a similar shoot in 2006, when he lit this bride's dress on fire. I did it in a way that the subject was not near the fire. Not close to any danger to make it look believable. Reporter: And last summer, one 30-year-old bride from montreal drowned during her trash the dress photo shoot near a waterfall. Trashing the dress is a growing trend. I'm so excited to see the new things that people come up with. But I just hope that it doesn't spark a trend in doing things that are risky, just to get the shot in your wedding dress. Reporter: For "good morning america," amy robach, abc news, new york.
This transcript has been automatically generated and may not be 100% accurate.