Monday, February 14, 2011
Bring on BHLDN! Bhldn, Urban Outfitters Inc.’s newest retail concept, will put the brand's unique stamp on the bridal business. Rather than traditional ballgowns, Bhldn is more likely to make a lopsided bow the focal point of a dress, give a wedding gown a ragged hem or cover delicate pearl-studded flowers with a sheer layer of tulle so only a hint of the decoration is visible.
Accessories by James Coviello, Jennifer Behr and Yestadt Millinery feature vintage-inspired headpieces, veils and corsages made from feathers, jewels and tulle. There’s a tasteful tiara, bohemian headband and enameled flower hair pins. Shoes, including peep-toe pumps and ankle-strap heels, come in saffron, bright green, pale pink and red, and are decorated with butterflies, feathers and vintage ribbons. A collection of wraps includes a feather bolero, a Hollywood-style cropped jacket with a bow, a puffer jacket with a rhinestone closure and a thick wool crafty-style crochet collar.
There’s also a design component featuring items with a do-it-yourself feel, such as flower garlands that look homemade but are already put together, as well as glassware, serving pieces, candelabras, cake toppers and lanterns. Many pieces are one of a kind or reproductions and share its sister chain Anthropologie’s philosophy for singular discoveries and repurposed found items.
Bhldn will launch via an e-commerce website on Valentine’s Day, and the first freestanding store is expected to follow in August. Bhldn will not be sold at Anthropologie. The web site will launch with apparel, accessories, lingerie, jewelry and shoes. Tabletop, cake pedestals, place cards and everything for decorating a venue will hit the site in May. Invitations, using letterpress or engraving techniques, will be introduced next year with artists creating limited time collections.
We can't wait to see all the fun new wedding options. Happy Valentine's Day and happy shopping!