Who says a wedding dress must cost an arm and a leg to be elegant and romantic. Swedish giants, H&M, has now launched its first bridal gown at the modest price of $99.

It is soft and long with thick drapes on the bust and on the high-end, which marks the waist and a neckline with a shimmering embroidery. The dress is from the Conscious line, using organic and recycled materials as well as made ​​with sustainable materials that give the appearance of a knitted silk.