2020 is shaping up to be an unorthodox year for nuptials, with many in-person celebrations being canceled due to the spread of the coronavirus. But while gathering may not be an option, many brides are employing services like Zoom and Facetime rather than scrapping their wedding dreams altogether.
In the wake of one of the strangest wedding seasons in recent history, Anthropologie‘s bridal direct-to-consumer BHLDN has announced an exclusive new partnership with wedding dress designer Hayley Paige, a regular fixture on TLC’s popular series “Say Yes to the Dress.” The label, founded in 2011, is known for whimsical, feminine designs that range from playful to theatrical, and is owned by JLM Couture.
The Hayley Paige x BHLDN collection features bridal gowns, bridesmaid dresses and flower girl attire ranging from $270 to $1,995, price points more accessible than the designer’s products carried at Manhattan bridal temple Kleinfeld, where her gowns start at $2,600.
In sizes 0-18, the collaborative capsule contains bridal gowns as well as cocktail-length dresses, rompers, jumpsuits and overskirts that can be mixed and matched to create unique looks, while a signature Hayley Paige x BHLDN veil can be paired with any of the selections. The line will be available in all BHLDN stores and on the company’s website.
“This capsule collection offers accessibility, bespoke-style wardrobe options, and hints of nostalgia inspired by female icons of the ’90s,” Paige said of the line. She also noted that the collection represented her first foray into designing bridal cocktail wear and rompers to be widely available for sale, and that all of the laces and novelty fabrics in the line are proprietary to the Hayley Paige x BHLDN collection.
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“I’m grateful that BHLDN has supported this category for the Hayley Paige brand,” she said. “My aim is to supplement the bride’s wedding wardrobe or celebratory apparel.”
Lori Conley, BHLDN’s general merchandise manager, believes Paige’s vibe and aesthetic will resonate with the BHLDN bride, who aims to showcase her personal style and relishes the ability to customize her look. “Her brand brings the optimism, personality and magic that all weddings should have,” she said. “We’re so thrilled for our BHLDN brides to be able to experience her beautiful gowns, brought to life exclusively for our brand.”
Philadelphia-based BHLDN burst onto the wedding scene in 2011, curating wedding gowns, bridesmaid dresses and related accessories and attire in one easy-to-shop online boutique. The company launched its first brick-and-mortar store in Houston the same year, and has since set up shop in Chicago and New York. BHLDN shop-in-shops can also be found in more than a dozen Anthropologie stores across the country, from Boston to Beverly Hills, the Bay Area, Washington, D.C., Seattle and more.