Pronounced “Beholden” (Dutch for “to keep”), a new brand from Urban Outfitters Inc. will debut on Valentine’s Day.
Piloting as an online boutique and then eventually as freestanding stores, BHLDN is a fully fledged wedding concept.
Think of an amplified Anthropologie wedding; the antithesis of milestone events typically celebrated at a hotel ballroom.
Unique, shabby but elegant, BHLDN will carry heirloom and vintage-inspired pieces such as wedding gowns, dresses, accessories, shoes and lingerie. Extending beyond garments, BHLDN aspires to encapsulate the whole experience of a wedding as one knows it, providing décor, candelabras and even letterpress invitations.