H&M moves into affordable bridalwear

H&M is the latest high street fashion retailer to move into the affordable bridalwear space with a new collection - featuring a knee-length wedding dress for just £39.99 - which has been launched today.

The Swedish giant has followed the lead of brand such as ASOS, Whistles and Topshop who have all tapped into the growing space for affordable bridalwear, bridesmaids dresses and accessories.

Prices for the collection start at £2.99 for a floral headband for a girl, with girls' ballet pumps coming in at £7.99 and bridesmaid dresses at £19.99. Adult bridesmaid or wedding guest dresses start at £39.99 while bride's styles start at the same price moving up to £149.99 for a full-length gown.

Also included in the collection are separates for guests, such as floral tailored trousers with a matching peplum top, and underwear-inspired cami tops, along with shoes and jewellery.

The affordable bridalwear space has boomed in recent years while brands that site in the accessible luxury space, such as Self Portrait and Needle & Thread, have also entered the market offering contemporary bridal styles for hundreds, as opposed to thousands, of pounds.

H&M's collection is available to buy now at hm.com in its dedicated online wedding shop.