But will brides actually buy it?
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.
The gown includes a fitted waist and beaded embellishment along the neckline.
It'll be available later this month.
H&M
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.
H&M / Via pauvre-lola.livejournal.com
