H&M’s eco-friendly Conscious Exclusive line is getting into the bridal game with a capsule collection of reasonably priced wedding dresses, set to hit 180 stores worldwide on April 7.
The Swedish fashion chain dabbled in wedding dresses back in 2014, releasing a $99 white dress it labeled “bridal,” however this is the first time the brand’s released a dedicated capsule, with prices hovering around the $550 mark. The collection debuted in Paris on Thursday along with the rest of the new Conscious collection.
While the pieces are definitely white and long, nothing about this lineup screams “bridal,” and you could definitely get away with wearing the maxis to any event. “We call them wedding dresses, but you don’t have to marry to wear them. I don’t want to marry, but I want to wear the lace dress anyway,” Ann-Sofie Johansson, creative adviser at H&M, told WWD, speaking about the long-sleeve look above.
As for the more sculptural dress with pockets shown at the beginning of the post, she called it “classic” with its “princess shape,” adding: “But with its ripped things, it comes a bit trashy, which is very nice.”