There’s long been a gaping hole in the market for brides who are really edgy and original but need a wedding-day look with that special corporate je ne sais quoi. Stepping in to fill that hole is Urban Outfitters and their new collection of bride and bridesmaid frocks, BHLDN* (pronounced Buildin,’ presumably). The gowns are priced from $1,000 to $4,000, while ‘event dresses’ are $200 to $600. The collection will launch online and the company expects a handful of brick and mortar locations in 2012. But it won’t just be dresses, it’ll be a one-stop pre-packaged wedding extravaganza, perfect for the bride who doesn’t anyone to think of her as pre-packaged:

The Web site will launch with apparel, accessories, lingerie, jewelry and shoes. Tabletop, cake pedestals, place cards and everything for decorating a venue will bow on the site in May. Invitations, using letter press or engraving techniques, will be introduced next year with artists creating limited time collections.

And of course there are some dresses to look at in the gallery, accompanied by little white lies I hope their wearers tell on the big day. Away we go!

*UPDATE: Much-smarter-than-me TheGloss contributor Lindsay Cross points out this is probably pronounced “Beholden.” Which makes more sense. Urban Outfitters must have figured it was the most alternative way to spell it.

(via WWD)