Borrowing Magnolias isn't your run-of-the-mill bridal boutique. In fact, it's probably an option you haven't even considered. This new e-commerce business is catering to a unique hole in the wedding market and addressing the needs of today's modern brides: Namely, you might not feel the same way about your wedding dress as your grandma did with hers. Founders Ashley Steele, Cali Brutz, and Stephanie Olvey told WWD, "It's not so much of an heirloom industry any more. People don't care about having these things that they'll look at once every 20 years."
In line with this new train of thought, the company's offering a white-glove rental service to brides-to-be; giving women the opportunity to borrow or buy pre-owned bridal gowns. And, with labels like Vera Wang, Monique Lhuillier, and Jenny Packham among its current inventory, that doesn't sound shabby at all.
Think of it as Rent The Runway meets consignment shopping for the wedding set. For $99, you can select up to three dresses to try on at home. This includes shipping, steaming, cleaning and storing the dress; the initial fee is also applied to your dress rental or sale. Sure, this won't be everyone's first choice, but it's a great one for budget brides and those without sentimental hangups. Times, they are a-changin'. Click ahead to view a few of our favorites to walk down the aisle in — remember, it's whoever's at the end of the aisle that you're committing to.
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Vera Wang White Drop-Waist Gown with Dramatic Skirt (Size 8), $420, available to rent at Borrowing Magnolias.
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Monique Lhuillier Delphine Gown (Size 2), $1,625, available at Borrowing Magnolia.
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Lian Carlo Cap-Sleeve Mermaid Gown (Size 4), $900, available to rent at Borrowing Magnolia.