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H&M Debuts A $99 Wedding Dress

But will brides actually buy it?

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

H&M / Via pauvre-lola.livejournal.com

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.

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?