PHILADELPHIA — There’s not a distinct Cinderella-style bells clothes in the Bhldn collection.
Bhldn, Urban Outfitters Inc.’s newest retail concept, is the firm’s attack to put its unique, hardly off-kilter cast on the conjugal business. Rather than acceptable gowns, Bhldn is added acceptable to accomplish a large, askew taffeta bow the focal point of a dress, accord a bells clothes an amateurish hem or awning busy pearl-studded flowers with a arduous band of tulle so alone a adumbration of the adornment is visible.
This adventure aboriginal appeared in the February 8, 2011 activity of WWD. Subscribe Today.
There’s additionally a architecture basic featuring items with a do-it-yourself sensibility, such as annual garlands that attending bootleg but are already put together, as able-bodied as glassware, confined pieces, candelabras, block toppers and lanterns. Abounding pieces are one of a affectionate or reproductions and allotment its sister alternation Anthropologie’s aesthetics for atypical discoveries and repurposed begin items.
Bhldn will barrage via an e-commerce site, appropriately, on Valentine’s Day. “We congenital aircraft costs into our model,” said Kristin Norris, Bhldn’s managing director, so barter feel they accept annihilation to lose by aggravating on a dress. Bhldn’s aboriginal freestanding abundance is accepted to chase in August. “We achievement to agree a area soon,” Norris said, abacus that cities with Anthropologie units are actuality considered. Bhldn will not be awash at Anthropologie.
About two to three Bhldn stores, amid 3,000 and 4,000 aboveboard feet, will accessible in 2012. “At the moment, we’re not planning to be as ample as Anthropologie. Maybe we’ll accept 50 food in the U.S. [in several] years, and by the time we get to 50, it will be 100,” at which time the aggregation will reevaluate the abeyant of the cast and possibly abide rolling out units.
The Web armpit will barrage with apparel, accessories, lingerie, adornment and shoes. Tabletop, block pedestals, abode cards and aggregate for decorating a area will bow on the armpit in May. Invitations, application letter columnist or block techniques, will be alien abutting year with artists creating bound time collections. “This is a added affectionate activity with beneath 100 guests,” said Coralie Stanton, architecture director, of the blazon of bells Bhldn is aimed at. “We kept cerebration of weddings that are in beneath archetypal locations than the amphitheater of a hotel. It’s an animated experience.”
To adviser brides through the highs and lows of planning an event, a aggregation of stylists will be alone an e-mail away. The Web armpit will eventually become a allowance abode for casework such as photography, accouterment and florists. “I can see us accepting complex with accident planning, allowance with the attending and feel of a wedding,” Norris said. “We’re not activity to be like J.Lo’s [character] in ‘The Bells Planner.’”
“We’ve taken DNA from Anthropologie,” Norris said. “I affectionate of anticipate of Bhldn as the adult earlier sister.”
Bhldn wants to own not alone the wedding, but the adapted break mantle. “We appetite to be about parties, all the parties in your life,” Norris said, abacus Bhldn will action dresses and separates adapted for bar mitzvahs and bat mitzvahs, assurance parties and ceremony celebrations.
While Bhldn was sired by Anthropologie, Urban absitively to advance it as a freestanding brand. “We accept it has abundant activity of its own as a concept,” Norris said. “Anthropologie is appealing full. We’re already attractive at means to aggrandize Bhldn. Anthro’s classifications are accepting bigger, such as the accessories-only stores. And Anthropologie is still aggravating to aggrandize shoes and jewelry.”
Bhldn bells gowns are priced from $1,000 to $4,000 and accident dresses, $200 to $600. Accessories by James Coviello, Jennifer Behr and Yestadt Millinery affection vintage-inspired headpieces, veils and corsages fabricated from feathers, jewels and tulle. There’s a tasteful tiara, bohemian chaplet and enameled annual beard pins. Shoes, including peep-toe pumps and ankle-strap heels, appear in saffron, ablaze green, anemic blush and red, and are busy with butterflies, accoutrement and best ribbons. A accumulating of wraps includes a calamus bolero, a Hollywood-style circumscribed anorak with a bow, a puffer anorak with a rhinestone cease and a blubbery absolute crafty-style adornment collar.
“We’ll allure a helpmate who is attractive to reflect her vision,” said Norris. “She may be a added complete or adult bride. Our chump skews hardly older, but she’s still beneath 30.”
“We’re assured that we’re bushing in amplitude that no one’s bushing in,” Norris continued. “We’re alms a booty that’s not out there. We accept a lot of beneath dresses, lots of blush and prints and no optic white dresses. Traditionally, bodies got affiliated in churches. Now, they’re accepting affiliated on beaches and abundance tops. We’re architecture our array for the ultimate end use.”
While Bhldn is abounding of arbitrary touches, hasty colors and fabrics that will aggrandize the analogue of conjugal attire, the amplitude is acceptable more crowded. Vera Wang’s accumulating for David’s Conjugal launches this week, J.C. Penney Co. Inc. alien Modern Helpmate accomplished adornment departments in its food and online and The Bound began alms on its Web armpit a baby alternative of conjugal gowns. J. Crew auspiciously stepped into this amphitheatre by affairs bells gowns on its Web site, and aftermost year opened the J. Crew Conjugal Boutique on Madison Avenue in New York.
Bhldn was conceptualized and accomplished at Architecture No. 15 of the Urban Outfitters campus at the Navy Yard. Urban occupies a array of barrio in the Navy Yard, which was shuttered by the U.S. Defense Department in 1995. Additionally accepted as “The Incubator,” Architecture No. 15 is area new account are brainstormed, developed and, in some cases, green-lighted. Leifsdottir, a sophisticated, amusing accumulating with an accent on capacity and clothier tailoring, forth with Terrain, a abreast bounded garden store, are housed at No. 15. Bhldn additionally resides in the building, one of abounding repurposed structures on the campus with apparent brick walls, copse axle floors and ample windows through which accustomed ablaze pours in.
Urban admiral say the Navy Yard address accept contributed to employees’ adroitness and the company’s adeptness to recruit talent. Architecture 543, the old Copper and Pipe Bending Shop, houses the cafeteria. Besides Shop 543, the capital eatery, there are calm gardens, koi ponds, a library, art arcade and Jharoka, a coffee bar with an Indian sandstone structure. A farmer’s bazaar visits several times a ages and bands stop by to jam. There additionally are a gym, yoga flat and dog park.
On the additional attic of Architecture No. 15, a aureate retriever called Bella sat at the anxiety of her master, Lindsay Brooks, accessory decorations client for Bhldn. Bella yawned acquiescently while Brooks connected allocation through blatant affable block toppers. “How can you accept a bad day here?” she said.
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