H&M Debuts A $99 Wedding Dress

But will brides actually buy it?

1. This is H&M’s new $99 wedding dress.

It’s an affordable alternative to typical wedding gowns, which cost, on average, $1,053, according to the Association of Bridal Consultants.

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2. The gown includes a fitted waist and beaded embellishment along the neckline.


It’ll be available later this month.

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3. This isn’t the brand’s first foray into wedding dresses, but it is its most affordable.

Their 2006 Viktor & Rolf collection included a wedding dress that retailed for $349. That’s not super expensive for a wedding dress, but it isn’t particularly affordable for H&M, either.

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4. H&M isn’t the only mass retailer to offer affordable wedding gowns. Target’s TEVOLIO line comes in around $99 too.


It also offers bridesmaid dresses.

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5. And J.C. Penney has a $64.99 wedding gown.

It’s on clearance!

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6. If H&M’s $99 dress is successful, it could potentially revolutionize the wedding gown industry.

As the Washington Post’s Caitlin Dewey writes, “H&M is essentially telling brides that what they wear on their wedding day has no bearing on how much they love their spouse-to-be.” Which is something we all knew anyway, right, guys? Right?

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