The collection, created under the Mark & James label (the designers' names are Mark Badgley and James Mischka), consists of 12 styles that will range in price from $2,000 to $4,000, less than half the price of the designers' signature bridal line and will be available at the brand's existing bridal channels this spring.
"We decided to design this collection now as a broader expansion of our Mark & James brand concept and to offer the Badgley Mischka label to a wider range of brides," Badgley told StyleList.
"We know not all brides today can spend the money for one of our couture bridal gowns so we wanted to offer them options that are just as glamorous as our signature bridal collection but without the couture price tag."
But while less expensive, the new collection is no less elegant.
"Even though the embellishments might be slightly more minimal, the fabrics, silhouettes and beading are all very luxe and quintessential Badgley Mischka," Badgley added.
"The Mark & James gowns have a slightly more contemporary sensibility to them and can appeal to a more fashion forward bride."
Though the design duo are being price conscious, unlike other designers, they're not feeling the pinch in the pocketbook.
"We just had an amazing trunk show in New York where we sold almost 20 gowns at the $8,000 to $9,000 price point. It's obvious that customer of ours is still there," Mischka explained. "But on the other hand, we know it's not all about that price point."
However, while we appreciate the price cut, the Mark & James gowns are still more pricey than most women spend on their dresses -- the average is $1,505, according to The Wedding Report.
Perhaps if they ever come out with an "M&J" lower line...