H&M Offers Affordable $99.00 Wedding Dress

H&M’s New $99.00 Wedding Dress.

Discount fashion retailer H&M has announced plans to sell a $99 US /£59.99 UK Wedding dress in-store and online this month.  This is the first time H&M has sold a bridal gown since their limited edition Viktor & Rolf for H&M collection in 2006 featured an elaborate bride’s dress for under $500.00.

The new dress features delicate draping, a cinched waist and a strapless “illusion bodice” featuring embellishments at the neckline to draw the eye up to the bride.   It’s a gorgeous dress for an off-the rack creation priced at under $100.00.

The dress is a fraction of the cost of designer gowns by well know wedding dress designers like Vera Wang, Monique Lhuillier, and others.  It’s even cheaper than the wedding dresses Costco featured a few years ago.  Or the collection now being sold at J Crew.  Will brides of a budget go for this affordable option? Or will some brides feel it is too mass market and continue to scour consignment stores and sample sales for deals?   Stay tuned to see how many of the white wedding gowns go on sale at H&M and how they sell.  Based on past trends, I wouldn’t expect H&M to stock a lot of these in stores at the beginning.   Most brides do want to feel special and unique on their wedding day.   If thousands of H&M gowns are in the market, they might not be snapped up by consumers wanting to look ‘special” on their wedding day.