Urban Outfitters, the parent company of one of my favorite, but pricey brands, Anthropologie, has launched an online collection of Bridal dresses. Move over Vera Wang , J. Crew and The Limited too. The new online boutique is called www.bhldn.com. The site offers a collection of wedding gowns (some very vintage inspired), bridesmaid dresses, party dresses, assorted jewelry, headpieces, footwear, and lingerie. The intent of course is that you’ll enter the web site, and buy everything there from dresses to accessories.
According to press materials the Anthropologie creative team began dreaming up a wedding brand after hearing tales of its customers’ nuptials (or was it after J.Crew launched their collection?). “We know our customer, and we know she’s looking for a brand that reflects her unique perspective. She may have interests common to her friends, but she’s looking to create a moment that’s all her own… it’s not so much about our point of view as it is about capturing hers,” explains Managing Director, Kristin Norris.
Designers Fleur Wood, Tracy Reese, and Catherine Deane will contribute exclusive designs from the tailored and voluminous, to the soft and draped, or the embroidered and embellished assortment, complete with refinements like built-in boning and corsets. Retail prices for the brand range from $1,000 to $4,000 for gowns, and $200 to $600 for event dresses. (higher than some dresses at The Limited or J. Crew.)
Look for the first brick & mortar to open its doors in the second half of the year. I’ll be interested to see the quality of the dresses. They ain’t cheaper, but they are cheaper than most off the rack wedding dresses from designers like Vera Wang or Monique Lhuillier.