Question to the already married and presumably happy: Have you and will you ever wear your wedding dress again? Even if you're getting married for the second time, chances are you won't be donning the same outfit. So instead of spending thousands, this H&M wedding dress will cost  £59.99 (around $100 / RM350). It'll be available in stores next month.

According to a spokesperson from the brand, "We have been offering party dresses for quite some time and we felt that we wanted to be able to give our customer an opportunity to look great on her wedding day by offering this great and affordable wedding dress in our assortment."

Sounds like a great idea but will people buy this though? Does it fit into the usual bridal fantasy most women have? Will fast fashion be able to creep up on this niche category?




Hannah Marriott points out at the Guardian that while the idea of a bargain wedding dress might not turn women off, they're probably not going to buy this particular one since it has been "splashed all over the Daily Mail website".

And they've did it before too. H&M sold a wedding dress designed by Viktor & Rolf as part of their collaboration with the fashion house in 2006 — which resulted in literal stampedes.

But just one dress isn't going to cut it. They're going to need more designs, more examples. What do you think? Would you buy your wedding dress at H&M?