Urban Outfitters has announced the US launch of new bridal collection BHLDN (pronounced Beholden), featuring lingerie, wedding dresses, jewellery, shoes and accessories.
The range aims to put a unique, modern stamp on the bridal business, with lopsided bows, unfinished hems and disguised decoration, as reported in Women’s Wear Daily.
BHLDN will be launching this Valentines Day via an e-commerce site. The first freestanding store is expected to follow in August. Two to three stores have been planned for 2012, but as many as 50 could open in the US over the next few years.
Cities where sister brand Anthropologie is already being sold will be considered as locations, but BHLDN will not be sold in Anthropologie outlets.
The company has yet to announce whether the collection will be available in the UK.