Urban Outfitters Launches Vowel-Free Bridal Line

Because the fashion world is currently suffering from an excess of vowels, Urban Outfitters has bravely stepped up to the plate and launched their new bridal line, BHLDN — which, if you’re vowel dependent, is an URBN-approved way of spelling Beholden.

All jokes aside, the line will launch online on Valentine’s Day and will range in price from $1000-$4000 for wedding dresses. Kristin Norris, Bhldn’s managing director spoke to WWD about the launch, the Bhldn customer, and how they plan on standing out in an increasingly busy market.

“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.”

Bhldn also plans on expanding to general events and party planning, dresses for which will run between $200 to $600.

To guide brides through the highs and lows of planning an event, a team of stylists will be only an e-mail away. The Web site will eventually become a clearing house for services such as photography, catering and florists… Bhldn wants to own not only the wedding, but the special occasion mantle. “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.

$1000 to $4000 isn’t necessarily cheap, but we do there’s an underfed customer out there who isn’t interested in having a traditional wedding. That said, is that the customer who is going to buy a mass produced wedding dress — no matter how quirky the design — from Urban Outfitters?


Images via Women’s Wear Daily.

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