H&M launches affordable bride and guest collection

By

Sandra Halliday

Published
Apr 5, 2018

H&M is raising the stakes in the ultra-competitive affordable bridalwear category with the launch of a new collection this week that has a strong focus on low prices.

The collection features multiple accessory items retailing for below £10, while the cheapest wedding dress on offer is priced at £39.99. It's a knee-length dress and its price reflects the increasing focus high-street retailers have been putting on the bridal sector in the past couple of years.

Shoppers can also buy a girl’s loral headband at less than £3, ballet pumps for around £8 and girls’ bridesmaids dresses starting at around £20. A full-length wedding dress retails at £149.99 and the collection also comes with wedding guest outfits and accessories.

H&M follows a number of big names that moved into the space last year, offering brides and bridesmaids the chance to wear items on the big day from the stores that they shop at regularly, rather than having to pay much higher prices at bridalwear specialists.

The raft of new collections they have launched also feature a strong trend element that appeals to a contemporary customer who is less interested in a grand traditional wedding dress.

Other big retail names that have entered the sector include Asos, Lipsy, Whistles, French Connection and Topshop. But brands have also capitalised on this trend at higher price points with names such as Needle & Thread and Self Portrait proving extremely popular among bridal customers.