A fashionable “I do”: ELIE SAAB H&M collection unveils a bridal look

Elie Saab and H&M just said “I do” to a match made in heaven. 

The ELIE SAAB H&M collaboration between the Lebanese couture house and the Swedish retailer launches October 22 with a collection of embellished evening gowns, sharp tailoring, lacy separates and accessories. 

At a celebration on September 28, the two fashion powerhouses unveiled a collection spanning ready-to-wear, evening finery and accessories, plus two very special pieces:: a mermaid-cut wedding gown with a dramatic train, paired with a hand-embroidered veil. 

For Canadian brides, the best part is that both pieces will be available online in Canada – and without the couture price tag.

All eyes on the dress

As Robin S performed at the event, a model appeared among the guests wearing the gown and embroidered veil – a fitting reveal for a dress with this much occasion.

The gown brings plenty of the glamour that Elie Saab has become known for. A mermaid silhouette follows the figure before flowing into a long, dramatic train, while a twisting off-the-shoulder neckline gives the look a sculptural finish. Layers of fabric add richness, with a corseted construction providing structure.

Then there’s the detail at the back: a delicate mesh panel embroidered with glass beads and sequins, adding a little sheerness and sparkle. It’s the kind of finishing touch that deserves its own photograph.

The accompanying floor-length veil is equally stunning. Crafted in mesh, it features hand-embroidered floral motifs accented with tone-on-tone beads and sequins. Together, the pieces balance a sleek silhouette with intricate embellishment, creating a look with both presence and softness.

For Elie Saab, adding a wedding dress to the ELIE SAAB H&M collection is a nod to its start as a fashion house. Bridal helped establish his design language, and this collaboration brings that heritage to a new audience at a different price point, giving more future brides an opportunity to wear his work.

Mark your calendars!

The ELIE SAAB H&M collection launches on October 22, 2026. The highly limited bridal gown and veil will be sold in select stores in Dubai, Paris and New York, as well as online in Canada.

Lesley Turner Editorial Content Writer

Lesley is a freelance writer and content strategist with a serious love for all things wedding. With a background in bridal fashion and over a decade of industry experience, she creates stylish, scroll-stopping content for Today's Bride and beyond.

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