BHLDN TIES THE KNOT: Cupid’s arrow will strike Chicago in mid-February, when BHLDN unveils its second store, a 3,600-square-foot flagship at 8-12 East Walton Street. A bridal concept launched by Urban Outfitters, BHLDN bowed online on Valentine’s Day 2011 and opened it’s first store in Houston in August. The brand plans to open its third location in California in late 2012, a spokeswoman said. In addition, BHLDN is teaming up with The Cream, formerly known as Hitched, a company that produces experiential bridal fairs around the country. BHLDN will be The Cream’s premiere partner in fashion and decor, providing a selection of tabletop, decoration and keepsakes, as well as producing bridal fashion shows for the events. The first fair will be held at Mercury Hall in Austin on Jan. 22. A BHLDN pop-up shop at the site will sell an edited selection of products. BHLDN’s customers eshew traditional Cinderella-style gowns in favor of slightly offbeat designs, priced between $700 and $6,000, and featuring unusual embellishments such as pom poms on an Anna Sui-designed dress or a huge black silk sash tied in a bow at the waist of a tulip gown.

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