It’s hard to know just how much of a moneymaker the J. Same goes for bridesmaid dresses: With a mix of strapless, halter and one-strap necklines, you announced, “I’m such an anti-Bridezilla that I gave my girl squad the chance to get dresses they actually like.” The subtext was clear: “I’m so chill and so unstuffy that I just picked this thing up at the same place I buy my jeans and T-shirts.”Īlso: “I paid only three or low four figures for my dress on a day when other women give into a ‘princess for a day’ mentality.” Crew,” you could say, nonchalantly, when someone asked you where your lovely dress was from. Crew wedding or bridesmaid dress allowed them to telegraph. Crew catalogue.īut it wasn’t just about the product and the shopping experience: Women also became enamored with the oh-so-casual vibe a J. Crew)Īnd the label brought fresh styling ideas to the masses: The rise of vintage-looking fascinators - those clip-in hairpieces with a bit of netting near the face - instead of cathedral-worthy veils? That came straight off the bridal pages of the J. Mix-and-match bridesmaid dresses were a staple of the J. Crew was essential in making it that way. And the bridesmaid dresses could be mixed and matched, so you didn’t have a uniformed brigade of taffeta following you down the aisle. Crew’s model let women buy dresses online and try them on in the comfort of their bedrooms - something that was still rare in this earlier chapter of e-commerce. Crew first stormed the market, the de facto way of buying wedding gowns and bridesmaid attire was at some appointment-only store that billed itself as a “salon” and called its shopkeepers “consultants.” It was stuffy. Crew’s disappearance from the bridal market marks the end of the road for a line that shook the culture of shopping for wedding dresses: It made it more casual and, in certain circles, made it deeply uncool to be too studied about what you wore on the biggest day of your life.Īnd that emphasis on being a laid-back bride would soon creep into all aspects of wedding-day style - the venue, the decor, the food, the party favors. Now, the mall stalwart is ditching this bride and bridesmaid line, a move that is not necessarily much of a sartorial loss, given that other designers make similarly simple dresses at comparable price points. These were minimalist silk column gowns and floaty, A-line pieces, maybe with a small dash of sparkle around the waist. Crew’s everyday clothes, was more about classic elegance than va-va-voom shine and shimmer. The answer, the chain soon found out, was an emphatic “yes.” Women began flocking to the line, which, like J. Crew first started selling bridal gowns, it was an unusual gamble: Would women be willing to buy their wedding dresses - arguably the most glamorous frock they’d ever wear - from a store that was known for sensible cable-knit sweaters and cubicle-ready blazers? It helped usher in today’s era of casual weddings. Crew's bridal line, shown here, is coming to an end.
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