Vera Wang, Marchesa, Reem Acra, Urban Outfitters…wait, what? When dreams turn to wedding gowns, I highly doubt they ever veer towards the affordable chain store that made hipsters mainstream. Urban Outfitters is out to change that by launching a brand-new wedding division as part of its new business initiative.

Anthropologie White Eyelet Dress (not part of bridal collection)

UO plans to sell “heirloom” gowns, priced between $1,000 to $5,000, alongside ripped denim and mini dresses. But that’s not all – the brand is taking this seriously, with an accompanying line of jewelry, bridesmaids dresses, shoes, paper goods, and not to mention wedding planning, travel services, and flowers. UO will become your one stop wedding spot.

The dresses will be designed by the Anthropologie team, with the occasional help of guest designers (I’m sensing some cool collaboration opportunities). They will be available online later this year, before hitting the sales floors.

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