Urban Outfitters & Weddings

Urban Outfitters Walks Down the Aisle It seems that a number of apparel companies have uncovered a new gem of revenue generation: weddings. As a consumer and a fashion consultant I'm all for it. It means more competition in the marketplace, which ultimately means various price points. Brides can shop a brand they already feel comfortable with as an alternative to visiting one of those awful wedding stores where the dresses are expensive and horribly made. (Any woman who has been a bridesmaid over the past 10 years can especially relate to that experience.)

Urban Outfitters, Inc., which is the parent company of Urban Outfitters and Anthropologie, has decided to get in on the wedding gown action. Its new online shop is cleverly called BHLDN (or, beholden). Its products are vintage inspired and range from the subtly sophisticated to costumey pieces. Overall, the brand seems to bring a new burst of creativity to bridal wear.

Here's a look at some of what BHLDN offers:

I'm not feeling the cut / shape of this gown, but do appreciate how it plays with color.

Such lovely material in a great antique color.

Very bohemian.

This dress is perfectly named - the Fondant Tea Dress. It would be divine during a daytime wedding.

The great thing about the site is that they offer new takes on wedding party apparel and event wear. Which means bridesmaids may actually be able to wear the dress again for real.

I'm sure there are a number of women out there who had a version of this dress in the 1960's. This is what I mean about some of the dresses being a bit costumey.

There is also a section of the site dedicated to wraps. This Vapor Cardigan is so sweet I could imagine wearing it on many occasions.

Same goes for this Feather Bolero. Who needs a wedding when you have a great wrap?!

There are also a number of creative veils and headpieces. Although, this one looks like the bride went to Red Lobster and got caught up in the decorations.

When I came across this picture all I could think was, "Excuse me? I ordered the LARGE bow!" This is a whimsical fashion statement, but I don't think it would hold up over time. In my mind's eye I see a bride looking back on her wedding day pictures and saying, "What did I have on my head?"

This one is more like it. A 1950's inspired veil that still looks timeless.

I can't make up my mind about this headband. I do appreciate that it is very different from most of what is out there. It would be perfect for the bride who wants something ultra-creative or has eclectic taste.

This Botanical Garland Headband is incredibly charming. It doesn't need to be relegated to a wedding. It begs to be worn at a summertime party.

What do you think of Urban Outfitters new venture? Do you absolutely love any of these pieces? Hate any of them? Do tell!