Behold, BHLDN

bhldnAnthropologie is wisely cracking into the wedding market, and the goods look promising. Today, Urban Outfitters, Inc. (the Anthro parent) launches its new wedding line named Beholden (and referred to by the confusing title BHLDN. We got it eventually, but it took some time.  URBN is so much easier - only one vowel is missing). As expected, the BHLDN products are very appealing. The dresses are light and airy, the styling is whimsical and the price tags aren't outrageous. Right out of the gate, BHLDN is offering the full run of the wedding gamut; everything from hair accessories, birdcage veils, jewelry, shoes, lingerie and - of course - bridesmaid's dresses can be found on the newly launched site. For the more modest bride, there's even an impressive selection of boleros and shrugs. We hear stationery and paper goods will be offered shortly as well.

The big attraction - wedding gowns - are quite beautiful and refreshingly atypical. The most enchanting of the dresses below (Ethereal Monarch Gown, $3,200):dressPleated Fantasy Gown, $3,600:pleatedVarious gowns ($1,400 - $1,600): dressesWhile BHLDN admits that the roots of the line are planted in Anthropologie (which is obvious and understandable - imagine an Urban Outfitters wedding line. Ew), it is intended that this brand exist separately and apart from the house of Anthro. As of now, the BHLDN offerings are being sold exclusively online, but BHLDN intends to open a free standing store in the near future rather than sell the goods in Anthropologie stores. HCG is sure that no matter where the BHLDN dresses and accessories are sold, they'll move quickly. Like most things Anthropologie/Terrain, the aesthetic is almost too appealing to pass up.

Images via BHLDN