H&M’s $99 Wedding Dress

H&M debuted a wedding dress with a shockingly reasonable price last week, and you know what? That kind of white looks awful on me [St. Patrick’s Day shout out] but it is still pretty cute. I APPROVE.

Caitlin Dewey at the Washington Post talks about how, in a world where the average wedding cost is $28,000, H&M is “turning the psychology of weddings on its head”:

It promotes — on a massive, mainstream scale — values that run opposite absolutely everything the wedding industry stands for. 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. By extension, H&M is kind of undermining a core cultural and psychological tenet of consumerism: that our worth is determined, in large part, by the things we buy.

Wait, our worth isn’t determined, in large part, by the things we buy?!!! Then why did I have a breakdown in aisle 19 of Ikea this weekend because I didn’t like the baby furniture selection and I am already disappointing my child?

This is all very confusing, but remember, even if you don’t want to buy a Grecian-inspired floor-length gown from a Swedish retailer, you can always just wear jeans.


6 Comments / Post A Comment

Heather F G (#6,074)

I am so glad that the “budget” wedding dress is gathering momentum. I never, ever planned on spending more than $300 for a dress, and honestly, all the confections that cost more than my first car all kind of look the same after a while. I mean, I understand that for some people this is a priority, but I have been to more than one wedding where people had, like, a $2K budget and $1500 of it went to the dress. It just doesn’t make sense to me that people would really rather have their wedding in a gym somewhere so that they can spend 75% of their budget on something they’re going to wear for six hours. There’s nothing joyous about fluorescent lighting!

Meaghano (#529)

@Heather Funk@facebook Yes, if dresses are your thing, or one of your things, then this is your chance to go all-out and spend the money if it makes you happy, and I fully support that. But it sucks when someone else’s fantasy jacks up the price for the rest of us who just need something nice and flattering and happy-feeling to wear that doesn’t cost like you said, the price of a car!

Heather F G (#6,074)

@Meaghano It’s wrong, wrong I tell you! I was just reading an article about how you can walk across the bridal boutique and check out the white prom dresses, and they’re literally the same thing for half the price because adding the word “wedding” in front of something jacks up the price for just about everything.

I was lucky enough to have my dress made for me by my aunt, and I “splurged” on a $120 dress from Etsy for the reception, and when I was trying on the reception dress I thought, “wow, this is literally the most expensive thing I’ve ever worn. And it’s $120. I don’t know what that says about me.”

mckfox (#5,928)

I got married last month in jeans and a white sweater from Anthropologie. It was perfect. I thought about getting a cheap white dress and then I realized that I don’t like wearing dresses.

Julie the T (#1,022)

At first I thought it said “the average wedding dress costs $28,000″ and I was like WHAAAAAAAAT and then I re-read. Moral of the story: re-read.

I’m planning on getting a used wedding dress online and then having a friend (who already agreed) do the alterations. It’s still a year and a half away, but I’m hoping not to blow more than $300 on dress +alterations.

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