Lots of cool stuff is happening in the bridal world this week and one is the official launch of Anthropologie’s new spinoff, Bhldn. Debuting on Valentine’s Day, the offshoot that I first mentioned here, presently offers gowns (for the bride and her attendants), footwear, jewelry, headpieces, lingerie and coverups.
In May, Bhldn will expand past the fashion arena to tabletop, cake pedestals, placecards and more on the decorating front. While launched as strictly an e-commerce site, Bhldn’s first freestanding store is expected to open in August and stationery is expected to kick off in 2012. I am looking forward to the latter as I’ve purchased very cute notecards and journals from Anthropologie in the past.
Bhldn’s wedding gowns are priced from $1,000 to $4,000 and special occasion dresses are $200-$600. (My current fave is the Pleated Fantasy Gown.) But please keep in mind, Bhldn — like Lovely — is not for the cookie-cutter bride. If you’re seeking special details, vintage touches and fashion-forward pieces they are a good place to start. And if you’re turned off by the prices (nothing I noticed on the site is necessarily budget-friendly), Bhldn is still a good place to go for inspiration. For example, I happen to fancy the way the gown is shot in the above picture. Most photographers seem to shoot the wedding dress hanging up or lying across a bed so this idea is refreshing. They also have a team of “stylists” who are available to give expert advice via email.
However, I’m hoping that as the site expands, the selection of models does too. I’m not suggesting that the Web site look like a Benetton ad, but some diversity in race and size would be appreciated.
Have you checked out Bhldn yet? What are your thoughts about the new site?