Retail mega-chain Urban Outfitters, Inc., (a.k.a. URBN), which serves as the umbrella for a host of chains from Urban Outfitters to Anthropologie to Free People debuted its full bridal line today on a new site, bhldn.com.
Like its biggest competition, J.Crew, BLDHN (pronounced "beholden") offers a complete wedding shopping experience, which includes wedding gowns, bridesmaid and party dresses, jewelry, headpieces, shoes, handbags, gloves, belts, and lingerie.
Looks are closely aligned with the Anthropologie aesthetic, with a mix of modern and vintage-inspired styles. While many pieces were designed under the BLDHN label, a number were created by well-known designers. There are gowns by Tracy Reese, dresses by Beth Bowley and Anna Sui, and jewelry from superstars Dana Kellin, Melissa Joy Manning, Lee Angel, and Wendy Mink.
Lingerie lines Cosabella, Mimi Holliday, and Only Hearts are represented, and acessories come with by-lines too, including those from Jennifer Behr, Rada, Twigs & Honey, and Portolano.
Price points range from $600 to $4,000 for gowns, with most falling in the middle; shoes range from $120 to $350; hair adornments from $35 to $550 for a James Coviello ostrich feather toque; jewelry goes as high as $1,000 for an oxidized silver and pearl necklace.
The "Shop" section of the site extends style assistance through emails from BHLDN stylists who will offer "advice, reassurance, second opinions." There is an "Explore" section too, with quizzes ("What Kind of Bride Are You?"), an album of vintage wedding photographs, as well as a "My BHLD" page which looks to be a Polyvore for brides moodboard widget, which has yet to launch.
Stand alone BHLDN stores are expected by year's end.
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