Kate Spade with her daughter Frances, Darcy Miller, and J.Crew's Jenna Lyons. Photo: Wireimage/Courtesy of J.Crew

J.Crew's Jenna Lyons has done an about-face on wedding dresses.

The creative director, who got married years ago in a full-length, embroidered linen gown, would go a lot simpler if she did it again today.

"I'd probably wear the 18-inch feather skirt and a chambray shirt and loads of pearls," she told StyleList at the opening of the J.Crew Bridal store on New York's Madison Avenue at 66th Street, Tuesday evening.

"I had a black tie barbeque in a barn and a friend of mine and I embroidered the birds and flowers all over the dress," she reminisced. "I loved it and I had fun and it was awesome," but she added, "I still haven't picked it up at the dry cleaner six years later."

The two-level store is destined to become a mecca for brides-to-be, if only to experience the environment, which is chock full of wedding jewelry, veils and head pieces and every imaginable accessory a woman, or her bridesmaids, might need for the big day in addition to a wide array of gowns, long and short, weddings or special occasions.

The interior of the new J.Crew Bridal store. Photo: Wireimage/Courtesy of J.Crew



"We wanted to create an incredible experience for the bride because getting married is all about the romance and experience," Tracy Gardner, J.Crew's president, told us. "It's such a special day and we wanted to be a part of that."

She continued: "We see this store as a platform to continue our mission to show off our incredible design, our service and personality. We've always had a really loyal following with bridesmaids and as we added more gowns, wedding gowns were doing so well. We thought we could bring something different than what's out there." She added: "It's been a labor of passion for us."

The corner shop was packed to the gills with well-wishers and potential shoppers. J.Crew chairman Millard "Mickey" Drexler was holding court along with Martha Stewart Wedding's Darcy Miller.

Also in the crowd was Essie Weingarten, who makes a limited edition line of bridal polishes for J.Crew, hat maker extraordinaire Albertus Swanepoel, Estee Lauder's Aerin Lauder, who was celebrating her wedding anniversary, and Michael Kors' Anne Waterman, who is engaged and on the lookout for a wedding dress.

For a full tour of the new store head to our sister site, Aisledash.