In this case, H&M stands for “hurry.” Swedish retailer H&M officially launched its first-ever Wedding Shop online on Thursday, March 29, just in time for spring wedding season.
If you’re currently in the market for a cute and inexpensive frock for your college roommate’s upcoming wedding, the fast fashion retailer has your back. Guest options include splashy floral-printed dresses, colorful peplum tops, dress pants, jumpsuits, and several trendy pleated and lace options.
The biggest revelation, however, is that H&M isn’t only targeting guests; the brand’s wedding shop also offers pieces for bridesmaids, flower girls, and even, brides.
“The collection includes our modern, wedding-approved dresses specially designed for brides, bridesmaids, and guests,” it reads in the press release. “Guests can be party ready for any occasion in fancy florals and pretty pastel hues, while the bride can choose from short and fun frocks to fluid silhouettes featuring lavish lace.”
Wedding dress options include a white, cap-sleeved lace dress for $249, a simpler version vaguely reminiscent of Pippa Middleton’s gown by Giles Deacon. The brand is also selling a simple, long lace dress for $129, and a sleeved lace dress which falls above for $59.99. Both options are exclusively available online.
For the more classic, but flirty bride, the brand is selling a midi-length, ruffle-trim, mesh tiered dress for $199 that somehow channels Kiera Knightley’s Chanel bridal look.
This isn’t H&M’s first foray into bridal. As part of its renewed commitment to sustainability, the retailer continues to release its line of eco-friendly gowns under the “Conscious Exclusive collection.” The pieces were first inspired by the archives found within the Musée des Arts Décoratifs in Paris, and continue to wow with each passing season.
The retailer has since partnered with stars like Emma Watson and Rooney Mara to get the sustainable looks on the red carpet. Click here to check out the latest bridal offerings from H&M.