Another brand is barreling into the wedding business—but at least this one will offer a few more options for brides who don’t want to break the bank.

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Racked reports that ModCloth’s new collection launches with 30 wedding dresses ($175 to $450) and 50-plus bridesmaids dresses ($70 to $175). Some of the gowns are available in plus-sizes, as well. “70% of the bridesmaid dresses are exclusive to ModCloth, while 60% of the wedding gowns are exclusive. [Modcloth VP Nicole] Haase says the goal is to have 90% of the pieces be exclusive to ModCloth by the end of the year,” Racked notes.

The line also includes numerous flower crowns, and to accompany today’s launch, the ModCloth blog offers a guide to creating your own butterfly bouquet.

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The move makes sense. ModCloth has spent the last couple of years creeping deeper and deeper into this lucrative market, adding more and more moderately priced gowns in bridal shades to its product mix. Wedding-day shots are a longtime staple of user-written reviews on the site. And while the bridal business often seems focused on creating as many ways as possible to spend a fucking fortune, millennials are facing all manner of economic headwinds and many are therefore opting for courthouse, backyard and otherwise scaled-down weddings. A gown bought for a couple hundred bucks goes with the vibe and the budget.

Not to mention the long-suffering bridesmaids of this nation will welcome anything that helps reign in that particularly nightmarish set of costs.


Contact the author at kelly@jezebel.com.

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Photo via Modcloth.