Urban Outfitters Goes Bridal

The news is true! WWD reported this morning that Urban Outfitters will be launching a Bridal collection Bhldn, on February 14th!
Even though this isn’t a bridal blog, despite the fact that half my friends are getting married and popping out babies, I’m so excited about this collection. If I ever do end up getting married, a dress from Urban Outfitters’ Bhldn collection would probably hit the nail on the head of what I’d want. Glamorous and chic, without trying too hard and having a bit of a vintage-y feeling.

“Bhldn, Urban Outfitters Inc.’s newest retail concept, is the firm’s attempt to put its unique, slightly off-kilter stamp on the bridal business. Rather than traditional gowns, Bhldn is more likely to make a large, lopsided taffeta bow the focal point of a dress, give a wedding gown an unfinished hem or cover elaborate pearl-studded flowers with a sheer layer of tulle so only a hint of the decoration is visible.

There’s also a design component featuring items with a do-it-yourself sensibility, such as flower garlands that look homemade but are already put together, as well as glassware, serving pieces, candelabras, cake toppers and lanterns. Many pieces are one of a kind or reproductions and share its sister chain Anthropologie’s philosophy for singular discoveries and repurposed found items.”

Bhldn will launch via an e-commerce site next week on Valentine’s Day. For buyers who are concerned about the cost of trying on dresses and needing to return them, Kristin Norris, Bhldn’s managing director, says, “We built shipping costs into our model,” so customers feel they have nothing to lose by trying on a dress.

“Bhldn’s first freestanding store is expected to follow in August. “We hope to finalize a location soon,” Norris said, adding that cities with Anthropologie units are being considered. Bhldn will not be sold at Anthropologie.”

Bhldn is planning to launch 2-3 stores in the United States during 2012 with about 2000-3000 feet of retail space. The e-commerce site will launch with apparel, accessories, lingerie, jewelry and shoes. In May, consumers can expect tabletop, cake pedestals, place cards and everything for decorating a venue will be added in May. And next year, invitations, using letter press or engraving techniques, will be introduced with artists creating limited time collections. Regarding the type of weddings that Bhdln is aimed for, Coralie Stanton, design director of Bhdln said, “This is a more intimate affair with under 100 guests. We kept thinking of weddings that are in less typical locations than the ballroom of a hotel. It’s an elevated experience.”

Bhdln has plans for further expansion in the future, eventually to become involved with guiding brides through the highs and lows of planning an event and the website will eventually become a clearing house for services such as photography, catering and florists.

“Bhldn wedding gowns are priced from $1,000 to $4,000 and event dresses, $200 to $600. Accessories by James Coviello, Jennifer Behr and Yestadt Millinery feature vintage-inspired headpieces, veils and corsages made from feathers, jewels and tulle. There’s a tasteful tiara, bohemian headband and enameled flower hair pins. Shoes, including peep-toe pumps and ankle-strap heels, come in saffron, bright green, pale pink and red, and are decorated with butterflies, feathers and vintage ribbons. A collection of wraps includes a feather bolero, a Hollywood-style cropped jacket with a bow, a puffer jacket with a rhinestone closure and a thick wool crafty-style crochet collar.”

What do you think about the BHLDN collection? I’m personally beyond excited and I’ve been waiting for a fashion retailer to come out with a collection like this. I love that it’s a marriage (heehee!) between Urban Outfitters and Anthropologie with an excellent gown price point.

Want to read more about Bhldn? Check it out on WWD.

(all source info and images courtesy of WWD)

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