Yesterday, Anthropologie launched its wedding line BLHDN. The name (which I find really hard to remember) is inspired by the Dutch word for "to keep." And not surprisingly, BLHDN's website and designs draw inspiration from antique dresses, old photographs and family heirlooms.
There's a quiz to pinpoint your bridal style and recommendations, and I will say that mine was fairly spot-on (although, given my single status, I quickly navigated towards the lovely, $200 bridesmaid/guest of the wedding dresses).
It's clear that there's a growing market for wedding gowns in the $1,000 - $3,000 price range. On the heels of J.Crew's wedding line popularity, the rise of DIY wedding blogs and more engagement rings that are not diamonds, BLHDN will be a go-to source for brides and bridesmaids.
On a final geeky note, I hope that the folks of BLHDN can make their website a little easier to find. Google "Anthropologie bridal" today, and you'll have a tough time finding the site among all the pre-launch hype.
I also hope that they'll bolster their focus on "bride as individual" with some user content. It would be so interesting to see how women make these fairly stylized dresses their own!
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