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Fashion Wedding

bhldn sneak peek {part 1}…



On Monday, February 14th, the new wedding brand BHLDN {pronouced "Beholden", inspired by the Dutch word for "to keep"} from the folks behind Anthropologie will launch to the delight and swoons of brides across the country. I was thrilled to have a chance to see a sneak peek of the new collection yesterday at their Philadelphia headquarters along with a dozen fellow bloggers for a special preview. And today, I'm thrilled to share these photos with you from this wonderful day.

The collection of wedding dresses, party dresses, shoes, jewelry, and accessories is full of amazing details, texture, and hand-crafted perfection. While the Anthropologie customer is certainly an influence, BHLDN is a new, separate brand that stands on its own two feet. Led by a team of amazingly talented designers and creatives, the pieces are an explosion of visual inspiration. Today, I'm starting with Part 1 of my three part sneak peek for you. Here are just a few of my favorite wedding dresses from the new debut collection. Ranging in price point from $1,000-4,000 for the debut season, the limited-edition pieces are meant to make a special day even more festive and fun. And, all dresses have free return shipping…so that you can be sure it's the one.

The collection seriously makes me want to get married all over again…or convince Bob to have a 5 year anniversary party so I can wear one of these amazing frocks! So feast your eyes on all the juicy details. Part 2, coming tomorrow, will be all about the party garb and accessories {for the bridal party or wedding guests or any party really}, followed by Part 3 on Monday with more decor, details, and snaps of us trying everything on. Enjoy! — Joy

{all photos by Oh Joy}


  1. What a great round up! Thanks so much for sharing.
    btw – Where in Philly was this? From that one window pic, I’m trying to tell if it’s on Kelly Drive or on the Main Line.

  2. swoon! absolutely lovely. while i do think it’s odd that anthropologie has named the line “beholden,” which literally means “obligated or indebted to” (is that really something you want to associate with marriage?), these dresses are SERIOUSLY gorgeous. i really want the butterfly-trimmed one i saw on emily’s blog…

  3. Hey Megan,
    Thanks! Sorry, to clarify, the name comes from Beholden, inspired by the Dutch word for to keep!
    Best and thanks for visiting!

  4. Hi Sydney!
    The shoes are from BHLDN…one of the shoes they are carrying for the debut collection so stay tuned Monday, they should be on the site then!!

  5. Hi Liz!
    It was near the URBN campus at the Navy Yard in South Philly. They have a BB there which they used for the preview yesterday!

  6. Joy,
    What a fun experience! I love those shoes with the feathers and petals…I would wear them anytime! I also need to get married again or have an anniversary party!

  7. Joy, that is too cool that you got to both visit your home city and catch an incredible exclusive preview to BHLDN! Totally wishing this line came out before I got married, but that anniversary idea is pretty spectacular. Who doesn’t need a good excuse to rock an exquisite dress? Can’t wait for tomorrow’s post! (p.s. I’m completely swooning over the dresses but that paper installation behind the food table has me in a party-dream-like state)

  8. Hi Alison,
    They couldnt say just yet, but they did say possibly a city down south where a lot of their customers are based and where events, parties, weddings are really important. Hmmmm…..

  9. I love their dresses – My biggest concern is how, where and by whom they are made. I’m so glad to see more and more brides concerned about ethical fashion on their wedding day!

  10. Thank you thank you thank you for sharing this! I am one of those that have marked the date of this launch on my calendar and planner…and blckbry calendar!
    Can’t wait to see more!
    And btw i know you get this all the time, but i heart your blog!

  11. Everything looks sooo beautiful!! Sounds like it was such a fun day!! It totally makes me want to get married again too! Our 5 year anniv is coming up in a few months…hmmm…

  12. Hopefully the buttons don’t fall off your dress before you walk down the aisle. All my Anthro garb falls apart; buttons pop off while I’m talking, strings unravel, seams rip, and the back of pants get pilly after 2 wears.

  13. this is SOOOO beautiful! Loved all the sneak peeks of BHLDN and wish this was around when I got married!! the aesthetic totally speaks to me. 🙂


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