As we mentioned last year, Urban Outfitters was trying to branch out by stepping into the bridal world.
And they're finally ready to do so with their collection, BHLDN, set to launch this Valentine’s Day featuring wedding gowns and accessories like shoes, veils, cake toppers, and even glassware.
Pricing will range between $1,000 to $4,000 for the wedding gowns. A rep for Bhldn reveals:
“We’ll attract a bride who is looking to reflect her vision. She may be a more mature or sophisticated bride. Our customer skews slightly older, but she’s still under 30.
We’re confident that we’re filling in space that no one’s filling in. We’re offering a take that’s not out there. We have a lot of shorter dresses, lots of color and prints and no optic white dresses. Traditionally, people got married in churches. Now, they’re getting married on beaches and mountain tops. We’re building our assortment for the ultimate end use.
I can see us getting involved with event planning, helping with the look and feel of a wedding. We're not going to be like J.Lo's [character] in 'The Wedding Planner.'"
The line will also offer dresses and separates for special events like engagement parties and bar mitzvahs.
Bhldn will start online and later expand free standing stores come August and about to 2 or 3 stores to open in 2012.
And for those wondering, Bhldn is said to stand for Beholden.
[Images via WWD.]