Meet the Design Director of Anthropologie's New Wedding Line

By Lexi Green
August 30, 2011

Walk into any one of Anthropologie’s 150 stores and one word that may quickly come to mind is “romantic.” The racks of richly feminine garments and textured bohemian vintage décor that fill an Anthropologie store are enough to make a shopper feel like she's landed in the retail version of a Jane Austen novel. It is no wonder, then, that when Anthropologie’s executives announced they would be launching a wedding line, the resounding cry from every Anthropologie shopper’s lips was, “Finally!”

BHLDN

The BHLDN wedding dress collection.

In true Anthropologie form, the company gave its new wedding venture a quirky yet decidedly lovely name: BHLDN (pronounced “Beholden"). Initially only a web-based venture, BHLDN launched with intimate, yet viral fanfare. In February, the team behind the collection invited a selection of beloved design bloggers from around the Internet to preview their first collection at their Philadelphia headquarters. What ensued was a campaign in which famous bloggers like Joy from OhJoy!, Jillian from 100LayerCake and Emily from Once Wed wrote enthusiastically of being the first to see (and try on!) BHLDN’s bridal gowns and special-occasion attire and of marveling at the label’s decor collection.

BHLDN’s website is an interactive feast split into three sections. The e-commerce section is stocked with decor and special occasion attire, while the “Explore” and “My BHLDN” sections borrow from popular wedding blogs, with content ranging from behind-the-scenes looks at the BHLDN staffers’ own engagements to snippets on the history of the wedding band to a space where users can create personalized mood boards.

BHLDN

The "Explore" section on the BHLDN site is akin to today's popular wedding blogs, with features like "Banded" (A Brief Look at the Wedding Band), "She Said, She Said" (a conversation with the stylists behind the line) and BHLDN engagements (the engagement stories of the BHLDN team).

BHLDN’S first collection of wedding dresses sold out quickly, and label recently invited the same design bloggers back to see its second collection. But, for those of us who aren’t famous bloggers and still want to see the BHLDN collection in the flesh, a brick-and-mortar store is opening this month in Houston. As BHLDN begins to conquer the rest of the country, we sat down with Design Director Coralie Stanton, who oversees apparel and decorations for the brand.

Coralie Stanton

The Inside Source: Hi Coralie! It's nice to meet you! Could you tell me a little bit about why Anthropologie decided to delve into the wedding space?

Coralie Stanton: We felt women were looking for a wedding brand to bring amazing, unexpected product, styling advice, and inspiration together with a soulful experience that encourages sharing and a sense of community. We want to be the trusted friend a woman comes to during her most anticipated occasions, whether she’s a bride, partygoer, or party-thrower.

left: Coralie Stanton

The Inside Source: How would you describe the typical BHLDN bride?

Coralie Stanton: She may appreciate tradition, but is looking to give it her own twist. People are naturally multidimensional, and a wedding is a great opportunity to celebrate in a unique and personal way. We take great care to craft pieces that emote a sense of romanticism, nostalgia, whimsy and timelessness; products that cater to mixing high with low, colors with pattern—pieces that work together in many, many multiple ways to create a variety of different, unique and specially-crafted looks. Our customer can truly personalize her entire event!

The Inside Source: What is your favorite part of your job as design director?

Coralie Stanton: A seriously tough question! It is an amazingly rewarding job. I come to work every day with the hope of creating something special that our customer will love and that will make her day perfect. As a designer, you can’t beat that.

BHLDN

"My BHLDN" allows users to create their own mood or inspiration boards.

The Inside Source: What has been the most popular BHLDN purchase so far?

Coralie Stanton: It is hard to say; we have had an overwhelming response to our first collection. Gowns have exceeded expectations, and that’s what our gal comes to us for initially. But it becomes quickly evident that we have so much more! We really offer the entire experience.

The Inside Source: If the BHLDN team had to give any advice to the brides-to-be out there designing their weddings, what would it be?

Coralie Stanton: Do everything within your power to make it your own. There are so many ways to create a uniquely personal experience. Throw stress and expectations out the window. Have fun!

BHLDN

In addition to wedding dresses and accessories and special occasion outfits, BHLDN also offers party decor.

The Inside Source: You are opening your first store in August in Houston. Should we expect the same look and feel of the beloved Anthropologie stores?

Coralie Stanton: It will, of course, share the experiential aspect of our sister brands, but we will do it in a uniquely BHLDN way. We take appointments for gowns, but unlike most bridal salons, if there is an opening, we absolutely welcome our customers to try anything and everything on! In addition, we will have specialty pieces that can only be found in-store—like more fantastical engagement rings and wedding bands, as well as books and apparel that can’t be found in our online assortment.

The Inside Source: How do you recommend using eBay for weddings and events?

Coralie Stanton: eBay is a great resource for finding those pieces that you can’t find anywhere else. I love mixing and matching, and what better way to find your old, new, borrowed or blue?

The Inside Source: And finally, what is your favorite part of a wedding?

Coralie Stanton: Is it wrong to say the cake?

Inspired by items available at BHLDN, we searched eBay for corresponding (and wedding-appropriate) decor, accessories and apparel.

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