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Love On the Cheap

When those $349 wedding gowns from Viktor & Rolf for H&M hit stores last month, all 1,000 of them were quickly swooped up by brides-to-be across the U.S. and Europe.

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When those $349 wedding gowns from Viktor & Rolf for H&M hit stores last month, all 1,000 of them were quickly swooped up by brides-to-be across the U.S. and Europe. WWD caught seven of them in the fitting room — and another two amid their wedded bliss.

Bride: Eda Genc, 26, works in tourism.
Dress number: 646
Store: Boulevard Haussmann, Paris
Wedding date: Aug. 18
She says: “I love the whole over-the-top bow, and the fact that my wedding dress will be a collector piece by a major designer.”

Bride: Anais Chavez, 25, events planner for the Orange County Council of the Boy Scouts of America.
Dress number: 877
Store: Beverly Center, Los Angeles
Wedding date: July 28
She says: “I decided not to wear it on my wedding day. I’m going to wear my mom’s instead. I kind of got caught up in the idea that it was a limited edition. [But my mom and aunt] didn’t like the dress; they thought the bow was too big.” (She ended up making a slight profit by selling the dress on eBay for $385.)

Bride: Hannah Svensson, 28, Study Abroad coordinator at London College of Fashion.
Dress number: 285
Store: Oxford Circus, London
Wedding date: Aug. 4
She says: “Everything happened so fast in the shop, but [then] I went home, did my hair and makeup, put on the dress and a pair of heels. And that is when it happened — I fell in love with it.”

Bride: Elodie Lenoir, 24, interior designer.
Dress number: 726
Store: Les Halles, Paris
Wedding date: TBD.
She says: “I loved the idea of having a designer wedding dress. How many girls can afford that? But I have to get some alterations made because the fabric is too transparent.”

Bride: Lisa Romanova, 31, sales and marketing
executive at Calvin Klein U.K.
Dress number: 57
Store: Oxford Circus, London
Wedding date: June 24
She says: “I work in fashion, so I knew about the collection way before the launch. It’s quite quirky, but then, I have a quirky sense of style so it’s very me.”


Bride: Charlotte Jais,
18, student.
Dress number: 721
Store: Boulevard Haussmann, Paris
Wedding date: TBD;
most likely next summer.
She says: “The dresses I’d seen in bridal stores were either way too Scarlett O’Hara or too simple. This one was the perfect balance.”

Bride: Annabelle Eve Julien, 24, model-turned-stylist.
Dress number: 864
Store: Fifth Avenue and 51st Street, New York
Wedding date: July 17
She says: “I was looking through a magazine and saw [an ad for] Viktor & Rolf … I told myself, ‘I think that’s the dress, I think that’s the dress!'”

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