Urban Outfitters Launching Wedding Dresses


Lara Stone
Photo: Getty Images
Urban Outfitters is launching wedding dresses; we're envisioning a vintage vibe.

In the past, brides on a budget would famously swarm Filene's Basement to (sometimes literally) fight tooth and nail for the nuptial dress of their dreams. These days, frugality is still a major hurdle, but women have gotten craftier in their bridal solutions—quite literally, in some cases: Vintage, reworked, and total DIY options have reached new levels of popularity.

Urban Outfitters—who else?—has tapped into this shabby-chic wedding zeitgeist with the upcoming début of Bhldn, its new bridal line and retail concept, reports WWD. Launching online—on Valentine's Day, naturally—the line proffers unique, “slightly off-kilter” wedding looks for the quirky bride-to-be.

Gowns are priced from $1,000 to $4,000, while “event dresses” fall in the $200 to $600 range. As you might gather, Bhldn isn't your standard bridal fare. Unconventional dress details might include unfinished hems, unexpected decorative details, or “a large, lopsided taffeta bow [as] the focal point.”

In other words: These are dresses Helena Bonham Carter might select for you if she were your wedding planner.

But as we know, there's a customer for that. Starting next week, the artsy bride will be able to purchase Bhldn apparel, accessories, lingerie, jewelry and shoes via its e-commerce site. By May, she'll be able to decorate her whole wedding the Bhldn way—cutlery, cake pedestals, floral ideas, customized invitations, and all.

This summer, the Bhldn shopping experience will come into full fruition, as its first free-standing boutique will open, with more expansion plans for 2012.

Get the whole story at WWD.




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