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Debut of wedding brand BHLDN on Valentine's Day
27
Jan '11
Urban Outfitters Inc, a leading lifestyle specialty retail company operating under the Anthropologie, Free People, Leifsdottir, Terrain and Urban Outfitters brands announced wedding brand BHLDN will debut on Valentine's Day.

For the day that celebrates a woman's personal taste and style, BHLDN provides a confident and guiding voice to help create an extraordinary experience for brides to share with their family and friends. BHLDN's first collection is scheduled for February 14, 2011 through its online boutique. It will bring together a curated collection of heirloom quality wedding gowns, bridesmaid frocks, party dresses, assorted jewelry, headpieces, footwear, and lingerie.

Inspired by the very brides BHLDN will serve; the Anthropologie creative team began dreaming up a wedding brand after hearing tales of its customers' nuptials. "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," explains Managing Director, Kristin Norris.

BHLDN's online boutique is at the heart of this offer. Each gown is introduced with soulful photography, while a short video captures the ebb and flow of silk habotai, pleated tulle, and veiled organza. MyBHLDN offers a personalized area where brides can create mood boards to share with friends and family (or the broader BHLDN coterie), while how-to's advise on the perfect bow and what to look for in a wedding photographer.

The collection will feature own-brand designs, as well as established and up-and-coming guest designers -- its point of edit being a twist on tradition. Gowns pay respect to the old, new, borrowed and blue, but each with a wink and a nod. Fleur Wood, Tracy Reese, and Catherine Deane contribute exclusive designs to the tailored and voluminous, soft and draped, embroidered and embellished assortment, complete with refinements like built-in boning and corsets.

The accessories assortment is vintage-inspired, but decidedly modern. Artisans, ateliers, and milliners including James Coviello, Jennifer Behr, and Yestadt Millinery craft feathers, tulle, and jewels into luxe headpieces. And jewelry designers like Erickson Beamon, Katie Diamond, and Petra Domling offer baubles, from delicate to bold.

Following in the tradition of Anthropologie, BHLDN puts emphasis on not just apparel, but the imagination and detail of every element that makes up a wedding. Decorations will round out the collection later in the year, encompassing varied interests and themes. BHLDN will carry everything from cake toppers and lanterns, to lovely DIY-type items that are already made, as well as more aspirational items like candelabras and mouth-blown glassware.

A wedding may be the biggest and most important party a woman will ever throw or attend, and BHLDN plans to be there for all of the special moments throughout its customers' lives.

The first store is expected to open its doors in the second half of the year. BHLDN will become the sixth brand to join the URBN family.

Urban Outfitters Inc


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