Urban Outfitters Creates Bridal Line Bhldn

February 10, 2011 • Fashion

BHLDN Urban Outfitters Inc

Urban Outfitters has created a new line! Bhldn, is a new conceptual line of bridal apparel and accessories. The line’s collection will reflect Urban Outfitter’s quirky and offbeat aesthetic that we’ve all come to know and love; think large, lopsided taffeta bows and unfinished hemlines done classy. In addition to apparel, accessories, lingerie, jewelry and shoes, the line is also expected to produce glassware, serving pieces, candelabras, cake toppers and lanterns. Cake pedestals, place cards and everything for decorating a wedding or party venue will also be available. Many pieces are one of a kind or reproductions and share sister chain Anthropologie’s philosophy for singular discoveries and repurposed found items. Gowns will range from $1000-$4000. Featured collection pieces that will be part of Bhdln are accessories designed by James Coviello, Jennifer Behr and Yestadt Millinery including vintage-inspired headpieces, veils and corsages made from feathers, jewels and tulle. There’s a tasteful tiara, bohemian headband and enameled flower hair pins. Peep-toe pumps, ankle-strap heels and a collection of wraps and jackets with vintage inspired designs and materials will also be featured.

BHLDN Urban Outfitters Inc

The line will first be launched through an e-commerce site starting on February 14, and the first freestanding store will soon follow in August. An electronic styling service will be offered through the website, and eventually electronic services in photography, catering and florist may be offered. Two or three Bhldn  stores are scheduled to open through 2012 (the locations have not yet been determined), with an expansion plan of 50 freestanding locations to be completed in the next several years. 

—Carmen Turner

Article & Photo Source: WWD

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