BHLDN, Anthropologie's wedding brand owned by Urban Outfitters Inc., has launched a giveaway of 100 gowns to future brides working to fight the Covid-19 pandemic.
Dubbed the 'Brides Save Lives Giveaway', the initiative is open to brides-to-be working in any role that provides support to their community during the pandemic, including first responders, caregivers, healthcare providers, workers at local businesses, and those caring for children or family members, the brand said. From those who apply, 100 will be gifted with a Bhldn gown of their choice.
To further boost the giveaway, Bhldn has partnered with Minted Weddings to gift each of the 100 winners with an additional $250 to use for the online purchase of wedding stationery.
"The Bhldn team is in awe of the passion and commitment of all essential workers, especially our brides," said Lori Conley, Bhldn general merchandise manager.
"When they should be enjoying their engagements and planning their special days, they are instead managing the stress of uncertainty and giving of themselves to ensure that our communities are safe. 'Brides Save Lives' is a way for us to give back for their bravery and service, spread some BHLDN magic, and celebrate the fact that love does, indeed, conquer all."
Those interested in participating in the giveaway can enter through BHLDN's website. Opened on May 4, the giveaway will run through May 31.
As the impact of Covid-19 continues to reshape retail, Bhldn has expanded its virtual options to adapt. Recently, the brand launched virtual appointments through Zoom to allow brides to shop one-on-one with a Bhldn stylist.
In mid-March, Bhldn parent company Urban Outfitters Inc. announced its decision to close all of its brand's stores around the globe in response to the coronavirus outbreak.