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Brief Published: 15 Feb 2011

Urban Outfitters Launches Bridal Line


US clothing store Urban Outfitters – parent company of Anthropologie – unveiled its first bridal wear collection last week.

The BHLDN line – comprising wedding dresses, bridesmaid dresses, accessories and gifts – is in keeping with the brand's youthful, eclectic aesthetic.

It features playful embroidery alongside traditional tulle and organza, bold textures including heavy pleating and cascading ruffles, and vintage-inspired silhouettes.

Managing director Kristin Norris says: "We know our customer, and we know she's looking for a brand that reflects her unique perspective. She may have interests common to her friends, but she's looking to create a moment that's all her own... It's not so much about our point of view as it is about capturing hers."

The collection, which will feature own-brand designs as well as future collaborations with designers, is available online at bhldn.com.