The Rise of BHLDN

If you have not heard already, Urban Outfitters has expanded it's already growing fashion portfolio by starting their own wedding line: BHLDN. This line offers a romantic edge and artistic beauty to the wedding gown industry, implementing vintage throw-backs, simply A-lines, and of course the picture perfect princess bride look.  
What BHLDN does is bring together the most basic elements of the wedding process and in turn, presents us with one of a kind pieces that go further than just a traditional wedding dress. They even offer an extensive accessories section which can be argued that accessories have become more of a commodity than perhaps the dress itself.  New research has indicated that brides to be are willing to shell out more for their accessories (i.e; hair garments, jewelry, shoes, etc) than the dress itself.  Arguably, the accessories will go farther than the dress once the wedding day has past. "A gown is worn once, but an accessory is forever, said Julie Sabatino, a bridal fashion stylist who owns TheStyleBride.com "My client wants to invest in an accessory that can be worn again, It's a good way to maximize the investment" (TheNewYorkTimes.com)
BHLDN's website offers a fleeting pictorial of elegant designs, rustic innovations, and apparel that romantic enough to make any future bride swoon.  The company is set on trademarking an image that appeals to all aspects of the wedding process; not just the gown.  Touring their website you will notice intricate stories to backdrop each image, a way for the viewer to create their own idea of what kind of wedding the way want to create for themselves. It's a relief that today women are not pressured to wear the puffy sleeved, marshmallow endowed creation that their mother donned back in the 80s.  Rather women are now finding they can add snippets from their past and incorporate them into their look.  In BHLDN's accessory section they incorporate vintage touches to complete a bride's ensemble: a fitted 
glove, an elegant sash, or even a parasol. (image below)
It's no wonder the wedding industry has exploded this past decade with all the small touches, personal add ons and options that a woman is left to decide over.  But what BHLDN is able to offer is a purely feminine and soft touch to this process; a portfolio of images that allows any bride to create the "one of a kind look" she is so wanting to fulfill. BHLDN sets itself a part from any other wedding line because of the fine detail it puts into each piece they construct.  Each image on their website is handled with such care and poise, you would think they were a character themselves.  And when it comes to that special day, they might as well are.
BHLDN opened their first store in August of 2011 in Houston, Texas.  They are poised to open their second in Chicago, IL sometime later this year: BHLDN

(Copywrited: BHLDN, "High Noon Parasol")