Fans of Urban Outfitters should get excited right about... now!
URBN, the parent company of Free People, Anthropologie and Urban Outfitters, has launched a new vintage-inspired bridal boutique called Bhldn - pronounced Beholden.
It's a haven for quirky vintage looks - that made Urban Outfitters so successful - and meringues are strictly out of bounds.
"I kind of think of Bhldn as the sophisticated older sister," said managing director Kristin Norris, who explained that there was a gap in the market.
"We're offering a take that's not out there. We have a lot of shorter dresses, lots of colour and prints and no optic white dresses.
"We'll attract a bride who is looking to reflect her vision. She may be a more mature or sophisticated bride."
Bhldn, which launched online this week, also offers vintage-look lingerie, accessories and jewellery, with tableware, cake-toppers and invitations launching in May 2011.
There's also a planner-cum-stylist on-hand to help with the 'look and feel' of your big day.
Price points are higher than its sister brands, with wedding dresses costing up to $4,000.
The shop is set to open in the US in August - with plans for 50 more in the bag.
But we're sure it'll hit British soil soon - just watch this space.
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