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April 21 2014

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Here Comes The J.Crew Bride

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The J.Crew campaign to dress every girl, every day, soldiers on, and the retailer’s first bridal boutique—which launched with a packed opening party last night—makes a strong case that the wedding day should be no exception. But no need to tell that to brand acolytes, who’ve been booking appointments with the store’s bridal consultants since long before it opened: Label brass said that more than 350 appointments were already on the books, clear through until fall. (They were quick to note that there will be some leeway to squeeze a few more in, for those who didn’t schedule seasons in advance.)

The bi-level space on Madison Avenue marks the first time the quickly-growing J.Crew bridal collection, which launched in 2004 with three styles, is available all in one, bricks-and-mortar location, and despite the neighborhood, dress prices start around $300. It also marks the debut of the new 769 cocktail collection, which will be mostly exclusive to the store. Though designed by the bridal team, head of wedding design Tom Mora is quick to note that it’s all-occasion cocktail fare, not just bridesmaid frocks. (A full rack of black dresses, not to mention a mannequin in sequined harem pants, bears him out.) The downstairs, appointment-only bridal salon can accommodate a blushing bride-to-be and scores of family and friends, while upstairs, buyers can pick up nuptial accessories (collaborative and exclusive pieces from Lulu Frost, Miriam Haskell, Fenton/Fallon, and Albertus Swanepoel) and a few honeymoon necessities like Cosabella lingerie and Histoire de Parfums scents, too. Executive creative director Jenna Lyons mused on a timeless truth of aisle-walkers: As much as things change, girls still want to be married in pretty dresses. And come August, their fiancés will have a haven of their own nearby. The next men’s store, a version of the Tribeca Liquor Store shop adapted to its uptown environs, will open a few blocks north later this summer.

769 Madison Avenue, NYC, www.jcrew.com.

Photo: Courtesy of J.Crew

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