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Behold: The First H&M Wedding Dress

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The latest high-street retailer to make a foray into bridal wear is a very familiar one: Swedish brand H&M has created a one-off maxi gown in white for summer weddings. We confirmed with the brand that the dress, which will retail for just $100, will be available in the US later this month, and marks its first wedding dress (save the Viktor and Rolf collaboration waaay back in 2006). The beaded neckline, gathered waist and enviable price tag makes us wonder if they're gearing up to make this a regular thing.
· 26 Bridal Week Gowns So Ethereal, They'll Make You Weep [Racked]
· H&M's Runway Line Now Called Studio, Sounds Expensive [Racked]