BHLDN

BHLDN is a bridal fashion brand and retailer owned by Urban Outfitters, Inc. It specializes in wedding apparel and related products, offering wedding gowns, bridesmaids dresses, mother‑of‑the‑bride attire, veils, jewelry, shoes, accessories, décor, and gifts, as well as registry services and inspiration. The brand is known for a vintage‑inspired, modern romantic aesthetic that blends traditional lace and tulle with contemporary silhouettes.

BHLDN originated in the early 2010s as Anthropologie's online wedding shop and has since operated under the Urban Outfitters umbrella with a dedicated e-commerce site, bhldn.com, and selective in‑store experiences within Anthropologie locations. The label curates collections from independent designers as well as exclusive lines, emphasizing accessibility and stylistic variety for brides and wedding parties.

In its market positioning, BHLDN targets modern brides seeking fashion-forward yet timeless looks, spanning a range from classic to bohemian influences, with price points that sit in the contemporary bridal segment. The brand also offers wedding planning resources, trunk shows, and stylist assistance to support dress selection and coordination of wedding day attire.

See also Anthropologie, Urban Outfitters, bridal fashion, wedding registry.