Nuptials of Yesteryear inspiration slideshow from BHLDN.com
The Anthro-centric Blogosphere is buzzing with anticipation over BHLDN, the new wedding themed online retailer. And because I recently planned my own nuptials, I count myself among those impatiently awaiting the website launch, timed strategically with Valentine's Day. Like Roxy of Effortless Anthropologie said, this development seems to be an intelligent and logical extension of the Anthropologie wing of Urban Outfitters Corporate. Even if it is clearly separate from Anthro, the saccharine sweet, intrinsically quirky influence is omnipresent. Anyone vaguely familiar with the DIY-influenced, "indie-bride" wing of the wedding industrial complex (as championed through Style My Pretty, Once Wed, Project Wedding, Real Simple Weddings, Martha Stewart Weddings, etc.) can see how close a fit that trend is with Anthropologie's lifestyle branded aesthetics. And with competitor J. Crew in the wedding game for some time now, it isn't surprising that Anthropologie/UO would hope to score a piece of the profit action. After all, anything with the word "wedding" in front of it comes with a major up-charge.
bhldn.com
Although BHLDN was not on the menu of options for my own wedding planning, I was excited to see the dresses, accessories, and decor photographs released this week. Kim of Anthroholic had a three part series on her blog during which she documented extensively the exclusive preview (to which a select group of bloggers were invited). Since Kim is planning her own wedding and is by her own admission the Anthroholic, the launch seems to be very serendipitous for her! I definitely will be among the people scrolling through the pages of BHLDN today for its Valentine's Day launch. I am also excited to keep tabs on what Kim ends up choosing for her wedding, BHLDN or not.
Nuptials of Yesterday family photo I featured at my reception
I am sure even the most dedicated anthro-philes will not (pun intended) feel beholden to buy from this new site. Competition and choices are GOOD things for consumers. But the price points for the undeniably lovely dresses are pretty high for your average "indiebride" (spanning $1000-4000). Though that puts them in square competition with J. Crew's wedding line, there are also tons of dress options from bridal and formal gown boutiques and vintage dealers available for that or less. I really like the vintage-inspired aesthetics of BHLDN but from what I've seen so far, I could not have personally afforded my favorites on the budget I set. I am intrigued by the guest/occasion dress offerings, accessories, and the beautiful shoes which seem to be available for lower prices (though they're priced higher than the fascinator that I modified from Etsy and my wedding Louboutins).
Nuptials of Yesterday family photo I featured at my reception
This is not to rain of the parade of BHLDN but to merely contextualize it. I encourage brides-to-be to enjoy having one more item on the menu, without feeling confined to or by it. And that is for as many sentimental reasons as practical. One of my fondest planning memories was dress shopping with my mother and sister. Being helped in and out of the dresses by the expert staff at Anne Gregory for the Bride was such a wonderful experience. For me it was also important to go to a local business. I liked having the staff's input, in addition to the people who I brought with me that day. I rarely shy away from shopping online, but buying a wedding dress online is difficult even with free return shipping. Trying on a shipped dress at home without the benefits of a well lit showroom and full length mirrors makes the decision harder. Wedding dresses are the sort of purchase where you want the option to evaluate all angles.
Nuptials of Yesterday family photo I featured at my reception
The highly curated collection from BHLDN likely will be a wonderful addition to the wedding and formal dress shopping industry. And BHLDN has assured potential shoppers that their stock is both exclusive and low volume. That is a great thing for indie/diy brides. But even with that claim, there will be a lot of people viewing the website just for the eye candy. I know I will be!
