Back in 2006 when Viktor & Rolf did a collection for H&M, a wedding dress was included under that label—but that aside, H&M has just announced that it will put forth into the world its very first wedding dress. It’ll be in stores and online next month. It’ll be $99.
For its wedding-dress debut, the store went with a floor-length, high-necked gown with flower beaded embellishment along the neckline that will no doubt appeal to some summer brides looking for something sweet, easy, casual and inexpensive, that they might sink their dollars into other aspects of their day. But only time will tell how big of a hit a mass-produced wedding dress will be! It’ll be interesting to find out. Let’s all stay tuned.