And the bride wore… H&M

Pick up your wedding dress on the high street

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Image by H&M

Today, H&M’s first wedding dress hits the rails.

The ‘glamorous, 1930s Hollywood-inspired’ creation fits the bill as a long, waisted white gown featuring beaded embellishment at the neckline.

It also boasts a price tag that would no doubt look absolutely fantastic to any bride: £59.99.

‘We have been offering party dresses for quite some time and we felt that we wanted to be able to give our customer an opportunity to look great on her wedding day by offering this great and affordable wedding dress in our assortment,’ said a spokesperson for the brand.

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'Everyone should be able to have a great and affordable wedding dress.’

True that.

Of course, at that price the fit, the fabric and the workmanship take a hit, but that’s understandably something that more and more brides are happy to compromise on, given that they’ll wear it for little more than a few hours (while having the time of their life).

Weddings are big business. With costs soaring, it makes sense for trusted high street brands to offer alternative solutions to traditional, bespoke options. And we’re not just talking dresses – Marks & Spencer, long a smart choice for wedding cakes, recently added ‘ready-to-wear’ wedding flower bundles to its offering.

Would you buy your wedding dress on the high street? Have you? Tweet us your thoughts at @ELLEUK #ELLEwedding.

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