H&M has debuted a value wedding range in a bid to take a share of the booming bridal market.
The Swedish fashion giant has launched the Wedding Shop, an ecommerce portal showcasing affordable items for brides, bridesmaids and guests.
Wedding dresses are available from a little as £40, with the most expansive bridal gown priced at £149.99.
H&M is also offering a wide array of accessories, jewellery and cosmetics as it seeks to position The Wedding Shop as a one-stop destination for cost-conscious brides.
The fast fashion titan has been under pressure after first-quarter profits plunged amid fierce competition from high street rivals including Zara and Next, as well as online players like Asos, Shop Direct and Amazon.
Despite a turbulent period of trading, H&M has vowed to maintain its new store opening programme and invest in enhancing its ecommerce offer.