American clothing retailer bebe is shifting towards a more mature aesthetic, announcing the launch of a wedding dress line.
The women's apparel brand, which has outlets across the US, Europe and Asia, will be following in the footsteps of other high street companies such as URBN, the parent corporation behind Urban Outfitters, Free People and Anthropologie, which expanded into bridal boutiques back in February, and J. Crew, which opened a bridal store in New York in 2010.
Bebe's bridal collection will be launched in March, and is set to go on sale online and in selected bebe flagships, with prices ranging from $950 to $2,500.
"I wanted to create beautiful wedding gowns with a custom feel and attention to detail," bebe's bridal designer Rami Kashou told WWD. He added that bebe bridal gowns will be "feminine, elegant, timeless and romantic" and "a celebration of the hour-glass figure."
The bridal line will also feature veils, clutches, jewelry and a line of 10 bridesmaids' dresses, priced from $150 to $300, which Kashou describes as cool, sexy cocktail dresses that could double as evening wear.
These will mark a big break away from the aesthetic bebe had been associated with thanks to its previous collaborations with reality stars The Kardashians. Launched in February 2010, sisters Kourtney, 32, Kim, 31, and 27-year-old Khloé's Kardashians by bebe clothing line featured skimpy spandex dresses, leather separates and cropped corsets, although the following December bebe president Emilia Fabricant hinted to WWD the label didn't want to be solely associated with celebrity lines.
"The sisters do still have relevance, but at bebe we need to move with fashion and we want to be first in the fashion world with everybody else and not fall behind. We are definitely assessing the situation," she explained.
Watch highlights from the bebe Spring 12 runway show here; http://youtu.be/VNPhJP6v3OA.