Hipster Brides Rejoice

Five years ago, distinctions in bridal market were pretty clear: high end and low end. High end meant you were shopping at Saks or Neimans for Vera Wang and the like… low-end meant an affordable acetate taffeta dress from David's Bridal. Shopping in an intermediate category meant wearing brands you've never heard of – or haven't worn since prom. Bridal styles at both ends generally fell into three categories princess (poofy,) contemporary (form-fitting,) or casual (shorter hem.)

Thankfully, the options are now much more varied; several retail brands have added new energy to the bridal category. J-Crew's entrance into the wedding game brought a fresh dose preppy style at more affordable price points… now URBN (parent company of hipster brands Urban Outfitters & Anthropologie) is launching Bhldn (evidently, the only ownable url for "Beholden". From the looks of the preview site, Bhldn is aiming for the same handmade feel and urban style as Anthropologie.

Appropriately, the brand launches on Valentine's Day and plans to open two stores later in the year.