Last Month, Two Very Different Launches

For those who missed it, February was all about wedding dress line launches. Launches, I should add, that made me go hmmm. On February 11, Vera Wang is debuted her White Collection for bridal retail giant David’s Bridal. White wedding dresses are priced from $600 to $1400 and go up to size 14 – that’s wedding dress sizing 14, not regular 14. Come June, the White Collection will be augmented with a line of bridesmaids’ dresses. Here’s a taste of this small collection:

They definitely have that Vera Wang appeal, all fluttery and feminine, but I feel like overall, the designs are kind of meh. I like the skirts better than the tops, definitely. Especially that one in blush! Yum.

The second launch, a Valentine’s Day special, was BHLDN, Urban Outfitter’s newly-minted wedding brand that falls under the Anthropologie umbrella. Right now, it’s an online-only boutique with convenient sizing that actually lines up with real world sizing (though still only up to 14), but there will be brick and mortar locations are set to open come summertime.



I think my favorites are the Pleated Fantasy wedding dress:

And the Zinnia Gown, designed by Beth Bowley:

If you were curious, BHLDN is pronounced ‘beholden’ – omg how edgy! – though my brain continues to want to parse it as Belden, the name of a line of not-so-great jewelers here in the northeast and, randomly, Kansas. My one complaint is that Urban Outfitter’s wedding dresses are way too expensive for their demographic, but I’m loving the associated ‘event dresses’, vintage-look accessories, lingerie, and jewelery, and I’m looking forward to the tableware, cake-toppers, and invitations launching in May.

What do you think about Vera Wang’s White Collection and bridal newcomer BHLDN?

7 Responses to “Last Month, Two Very Different Launches”

  1. Lisa in Berlin March 9, 2011 at 8:24 am #

    There was so much hype around BHLDN but it left me pretty nonplussed. I think it’s more marketed as the baby of Anthropologie (rather than Urban Outfitters), so in the sense the prices of the dresses aren’t that far from the target audience.

    One thing I like about the BHLDN photos is that the models are not slouching and (what!) actually smiling. I’ve gotten so used to bridal models looking like they want to kick my ass that this really took me by surprise.

    But I hate the name BHLDN. — I think in 10 years, that will be something people will give as an example of the pretentious wannabe-edginess of the 2010s.

  2. Christa Terry March 9, 2011 at 9:47 am #

    No matter how hard I try, Lisa in Berlin, I still cannot stop reading it as “Belden”. I’m all for license plate style wording as brand names, but at least make it a wee bit obvious as to how it ought to be pronounced.

  3. MET March 9, 2011 at 10:51 am #

    BHLDN is definitly an Anthropologie brand, not Urban Outfitters. This little facts makes the prices make a lot more sense.

  4. Zee March 9, 2011 at 11:14 am #

    The style is nice, but I agree it’s pricey for the demographic. Absolutely love the shoes though. For some reason it’s impossible to find good shoes this season.

  5. Abby March 9, 2011 at 12:21 pm #

    I was just going to comment that the dresses from BHLDN are very anthropologie… which is a higher price bracket than Urban Outfitters. I like them, but I’m already married and I never quite fit in with the anthropologie crowd, though I wish I was cool enough. :-)

    I do love the vera wang dresses, especially the blush one.

  6. Christa Terry March 9, 2011 at 1:08 pm #

    You’re all right about these dresses falling under the Anthropologie umbrella – which then falls under the Urban Outfitters umbrella, which is why it’s being reported that way. Technically, Urban Outfitters owns BHLDN, but it’s the Anthro brand so I popped that in :)

  7. kelsey {las vegas wedding photographer} March 13, 2011 at 12:20 am #

    Love them all! Seriously gorg!