I LOVE this concept - buying a different dress for each bridesmaid. Each of the dresses look awesome on them, and could totally be worn for a different dress-up event. The bride hand-picked the dresses for each of the bridesmaids. I don't think it detracts from the bridesmaids looking special / separate at all.
You can read a little bit about the couple's story behind their wedding at this post on Southern Weddings.
