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First of all, Duplicate your layer Ctrl/Command J. Then, use a Levels Adjustment layer. Your right hand slider will make your whites brighter. Move those sliders (all 3) until your satisfied. If you want, you can change the opacity in the layers panel or if you just want part of the image to be adjusted with the results, apply a layer mask. enter Ctrl/Command I to invert the mask (it will be black now), then grab your paint brush loaded with white and start painting on the mask and you can apply your brighter color to the parts of the dress you want to.