Get ready, brides and maids: J.Crew is, in fact, discontinuing its bridal collection. A spokesperson at the brand confirmed the news to The Knot on Friday, November 4, saying the company has a new strategy in motion in place of its bridal collection.
The rep tells us that J.Crew is relaunching a new dress collection in the spring, and moving away from traditional bridal gowns and bridesmaids dresses.
The brand’s bridal collection was founded in 2004, and was viewed as a more affordable, stylish option for couples and their bridal parties. J.Crew CEO Mickey Drexler told Business Insider in 2011 that he conceived the bridal line after a conversation with a catalog phone operator. The employee told Drexler at the time that customers (brides) were snatching up various versions of the company’s dresses for their bridesmaids.
“The customers want bridal; we do bridal,” he told the site. “It’s an experiment. Let’s see if it works.”
Other brands have since joined the space, further filling a void in the market. However, for those mourning the loss of the traditional bridal collection, there’s one last glimmer of hope — with a discount!
Both wedding gowns and bridesmaids dresses are currently offered at 30 percent off the retail price. We suggest you move quickly before the pieces sell out — for good.
And for everyone else, you can find other dresses with simple silhouettes at a price you can afford in The Knot dress gallery, here.
(Racked first reported the news on Friday, November 4.)