I was surprised at first to hear that Urban Outfitters Incorporated, of all retailers, is going into the business of wedding dresses. When I walk into an Urban Outfitters store, I don't think that the store is even tailored toward women over the age of 22! Wedding dresses? Really???
However, the announcement began to make a little more sense when I read that Urban Outfitters Incorporated also owns the more high-end brands, Anthropologie and Free People, which actually cater to women over the age of 25. The new wedding brand, BHLDN, is scheduled to launch exclusively online this Valentine's Day, offering a complete wedding collection with a focus on "heritage" wedding gowns and "vintage-inspired, but decidedly modern" bridal accessories.
Interestingly enough, customers will be able to visit BHLDN's online boutique to not only view photographs of the gowns, but short videos that will "capture the ebb and flow of silk habotai, pleated tulle and veiled organza," according to Urban Outfitters' press release. A great way to enhance the online customer's experience, yes, but I hope that BHLDN will still offer a good return policy! Purchasing a wedding gown online for over $1,000 has the potential to give even the calmest of brides a panic attack!
The BHLDN collection will feature gowns designed in-house, as well as the creations of like-minded guest designers like Fleur Wood, Tracy Reese and Catherine Deane. The wedding dresses will be priced anywhere between $1,000 and $4,000. Jewelry and other accessories by Erickson Beamon, Katie Diamond, Petra Domling, James Coviello and Jennifer Behr will also be available to help brides complete their wedding day looks.
BHLDN will also include "My BHLDN," which will serve as an online destination for brides to create their own inspiration boards, read how-to's and gather fashion and wedding planning advice.
Photos (not affiliated with Urban Outfitters Inc.) by Jill Thomas.