Would you buy your wedding dress at Urban Outfitters?

Looks from Urban Outfitters' new bridal line. (Via Women's Wear Daily)Looks from Urban Outfitters' new bridal line. (Via Women's Wear Daily)
Looking for your wedding dress? It's right next to the owl patterned bedspread and the book on mustaches. Urban Outfitters-the retail chain best known for cheap, Boho clothing and etceteras-will debut a line of bridal gowns called BHLDN, set to launch on Valentine's Day. If they're made to last as long as many other items from the store, the gown will self-destruct in three months. That's fine for UO purchases off the $20 sale rack. But the gowns from the new collection cost real money: they range from $1000 to $4000. That's because real designers-Fleur Wood, Tracy Reese, and Catherine Deane-dreamed up the unconventional looks. Based on the photos, the line will be colorful, texture-heavy and vintage-inspired.

On the more affordable end are what they're calling "event dresses" for bridesmaids presumably, that start at $200. Other bridal accessories like feather head pieces and Erickson-Beamon jewelry will bring quirkier designs to the mass market. And if it isn't enough to be styled by UO for your big day, you can also have them furnish your reception with cake-toppers, mouth-blown glassware and candelabras. Sounds like an unforgettable wedding, but is it built to last?

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