Swedish retailer H&M have launched a cut price bridal collection that will go on sale next week.
The store follows in the footsteps of the highly successful range of bridal clothes released by ASOS earlier this year, and similar collections from Topshop.com and other High Street stores.
The range of bridal dresses from H&M comes as part of their Conscious Collection, which go on sale on April 7th.
The Conscious Collection is an initiative that aims to create a fashion world that not only looks good but does good too.
“At H&M, we have set ourselves the challenge of ultimately making fashion sustainable and sustainability fashionable,” says Karl-Johan Persson, CEO of H&M.
There are three bridal styles incorporated into the Conscious Collection, which have been described as “a feast of lightness and embellishment materialised in dreamy, draped lines, for the bride wanting to be as beautifully dressed as she is conscious”.
The bridal dresses have been created using three very different silhouettes that represent three different decades, each beautifully embellished to enhance the haute couture of that time.
The gowns in the collection cost between £149 to £399, which makes them exceptionally affordable, and allows the bride and groom to spend their money on other things.
When you consider that probably the bride’s dress is almost always the most expensive item on a couple’s wedding day, the savings can be incredible.
Online store ASOS launched its 18-piece bridal collection earlier this month, with high street competitor H&M putting its latest range on sale next week.
The bridal dresses at H&M includes a full length gown with a plunging neckline, fitted bodice and full skirt, created using a Jacquard mix of organic linen and organic silk and priced at £149.99.
A Seventies-inspired long-sleeved high-collar dress, made using a jacquard fabric created from organic silk with a lace intarsia made from organic cotton priced at £249.99.
A floating sleeveless gown with a round neck made using two layers; the inner layer made from Tencel and the outer layer is made from organic silk. The gown has embellishments using an Art Deco inspired embroidery of glass beads made from recycled glass and costs £399.99.
ASOS.com design director Vanessa Spence said there were loads of great reasons for keeping the costs of the wedding dress down, it also meant the bride could wear more than one dress on her important day.
She said that it also leaves couples with ‘more money to spend on the actual wedding’.
And it is not just the High Street fashion stores that are producing affordable wedding outfits, as last year, even supermarket giant Tesco produced a wedding gown for £80. We are not sure if we can see many brides-to-be popping one into their trolley amidst the weekly shop however.
“Working with innovative sustainable materials and ornate embellishment, the collection is a layering of references, shapes and textures topped off by intensely decorative accessories and deco-inspired bijoux,” said Ann-Sofie Johansson, creative advisor at HM.com.
The face of the collection, Julia Restoin Roitfeld, loved both the ethical and black-tie-appropriate attributes. “It’s great to be able to have sustainable clothes that still look red-carpet ready,” she said.