H&M Creates Its First Wedding Dress Under $100

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H&M has created its first wedding dress and its price is under $100. The long, Grecian-looking dress will be sold in select stores and online starting later this month and costs $99, so that the brand’s customers can enjoy its renowned price point not only when it comes to assembling an outfit, but also when deciding to dress up for the big day. With this wedding gown, the company has succeeded in debunking the myth according to which a wedding day is among the most expensive events in a person’s life.

Some statistics state that the expenses of a wedding are approximately $28,000, but H&M has decided to change financial traditions when it created its first wedding dress under $100. Economist Veronica Guerrieri concluded that the wedding dress is not only a piece of clothing, but also a token for status and the bride’s seriousness with regard to the most important day of her life. The brand takes the current economy into consideration when presenting the recession-busting bridal dress and aims at bringing happiness to all brides, no matter their budget or how they picture their wedding day. To some extent, the brand is undermining a culture which has persisted for a long time and erases the equal sign that has been put between personal value and the price of goods.

Second Attempt

The wedding gown which costs $99 is the Swedish multinational’s second attempt to enter the wedding sector after the collaboration with Viktor and Rolf in 2006 failed to result in a highly appreciated dress. The branded gown cost $349.

H&M representatives stated that the wedding dress which costs under $100 was inspired by the glamour of old Hollywood, but also contains a modern twist; the floral embellishment along the collar bone instills refinement and the waist cut hugs the bride’s figure.

Bridal Trend Alert

H&M has created its first wedding dress under $100, but the Swedish company is not the only one to create an affordable line of wedding gowns. Zac Posen joined forces with David’s Bridal to create inexpensive gowns for sizes which range from zero to 26. Posen, who dressed up stars like Eva Longoria, Rihanna and Gwyneth Paltrow offered plus-size a chance when he created the affordable gowns.

“You can get that red carpet look and still get it at an affordable price and in your size,” Darcy Miller, editor of Martha Stewart Weddings said.

Among the affordable Zac Posen wedding gown were a satin fit-and-flare number which costs $850, an embroidered Chantilly lace gown for $1,150 and a corseted dress for $1,250.

Although the wedding season is not here yet, H&M’s affordable dress will hit select stores and online starting later this month, just in time for a spring union. The dress, which costs $99 aims at recreating old Hollywood’s style and debunks the myth according to which the more expensive the wedding, the more serious the couple. Status has been long linked to the price of the wedding dress, but the Swedish multinational shows that beauty can be found even in a gown with an unpretentious price tag. Although H&M first flirted with wedding gowns in 2006, this is the first time when it creates such a dress under $100.

By Gabriela Motroc


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