BHLDN: It’s Finally Here.

Cascading Goddess gown from BHLDN.

It feels like it began as murmurings forever ago. Then, it was at least a solid rumor — and eventually, hard fact: Anthro was launching a wedding brand. But we’d just have to wait. And wait.

At long last, yesterday — Valentine’s Day, of course! — it finally happened. Philly-based Urban Outfitters unveiled its new wedding brand, BHLDN, and there was a collective YIPPEE heard throughout the region. (Ahem, well — in our office, there was a lot of shrieking, anyway.) It’s here. And it’s gorgeous.

There aren’t any brick-and-mortar retail locations, yet — those are set to start opening in the second half of this year. But what there is, is a beautiful online boutique, totally in the aesthetic you’ve come to love, adore and expect from the Anthropologie brand, featuring the types of garments and accessories you’ve come to love, adore and expect from the Anthro brand.

There are in-house brand designs, of course — as well as gowns from guest designers such as Tracy Reese, Catherine Deane, and Fleur Wood. There are bridesmaid dresses your girls will be begging for. There’s dreamy lingerie and unique jewelry and vintage-inspired headpieces and other accessories from talented artisans and milliners from around the world (Erickson Beamon and Yestadt Millinery, to name a few). And, as the year goes on, there will be other details to round out the look of your entire celebration: Cake toppers, candelabras, lanterns and quirky, lovely, DIY projects.

We’d be pumped about this either way — but the fact that it’s all Philly-born just makes it so much better, doesn’t it? Stay tuned. There’s so much more to come.

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