Trendy apparel company Urban Outfitters jumps into the wedding dress arena with an alternative wedding dress collection, Bhldn, launched February 14, 2011.

Urban Outfitters, the trendsetting store featuring apparel, accessories, shoes, and home decor is adding to their already expansive offering. On February 14, 2011, the Urban Outfitters wedding dress collection, Bhldn (pronounced “beholden”) will launch online.

Appealing to brides who favor fashion-forward wedding apparel to predictable, traditional dresses, the Bhldn collection (inspired by the Dutch word meaning “to keep”) aims to fill a significant gap in the bridal fashion industry. Instead of featuring bright white gowns, the Urban Outfitters dresses range in shades of soft linen, ivory, and mauve to multi-colored prints.

Alternative Wedding and Bridesmaid Dress Designs from Bhldn by Urban Outfitters

While the collection itself it decidedly non-traditional, Urban Outfitters has still left the expected elements of bridal fashion in place. Instead of the traditional bows across the back of a dress, for instance, Bhldn features a lopsided taffeta bow as the focal point of a gown. Or, an edgier, unfinished hem adds an air of romance instead of complete, precise perfection. In lieu of the usual crystals and beading, brides can expect the Bhldn line to find conceptual, pearl-studded flowers, or intricate design elements.

How Much do the Urban Outfitters Wedding Dresses Cost?

While the construction of the dresses look and feel whimsical, the dresses do possess an heirloom quality in their construction. Aptly priced between $1000 and $4000, the Urban Outfitters wedding dresses compete with many of the other commercial brands in the bridal fashion space. Similarly, the bridesmaid dress collection is priced in the $200 – $600 range.

In an February 8, 2011, interview with Women’s Wear Daily, Kristin Norris, the managing director for Bhldn advised that the shipping costs for the e-commerce model were built into the price consideration, so customers feel they have nothing to lose by trying one of the Bhldn dresses. Flat rate shipping prices range from $10 – $35, depending on how fast the consumer wishes to receive the dress, with some larger gowns having an additional $15 fee.

Where Can I Buy Behldn by Urban Outfitters?

Unlike some of the competition, Bhldn is looking to open a freestanding location in August of 2011, with other locations to follow in 2012. Until that time, consumers will have to order through the online site, which does have a generous return policy in place in case the bride is unsatisfied with the dress.

Though the line is offered by Urban Outfitters, Inc., the parent company to Urban Outfitters, Anthropologie, and Free People, the company is not planning to have a presence as large as Anthropologie in the immediate future. Rather, the brand is focusing on delivering specific bridal fashion to the consumer who wants a more budget-minded design collection that straddles the traditional aisle.

Beyond Wedding and Bridesmaid Attire

In addition to expanding the online collection to freestanding stores, Norris advises that there is much more in store for the hip wedding brand. Featuring a do-it-yourself element of sensibility, the collection will evolve with items like glassware, candalabras, and cake toppers. With a phiolsophy similar to its sister Anthropologie, the Bhldn collection will focus on creating a more intimate affair with unique, precise touches.

“We’ll attract a bride who is looking to reflect her vision,” said Norris. “She may be a more mature or sophisticated bride. Our customer skews slightly older, but she’s still under 30.”

At the time of launch Bhldn will feature only wedding dresses, bridesmaid attire, accessories, wraps, and a select amount of wedding day lingerie. However, the line plans on expanding quickly, hoping to become a one-stop shop for alternative brides with a sense of style.

“We want to be about parties, all the parties in your life,” Norris said, adding Bhldn will offer dresses and separates appropriate for bar mitzvahs and bat mitzvahs, engagement parties and anniversary celebrations.

Look for the Bhldn brand to evolve to include live chats with stylists, limited edition invitations and letterpress stationery, photographer recommendations, and other sophisticated wedding style services.

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