As reported by Racked, J.Crew plans to instead expand its party and special occasion collection in the spring.
J. Crew initially started selling bridal wear in 2004, after C.E.O. Mickey Drexler discovered that women were buying multiple versions of a dress for their bridesmaids to wear. It became so lucrative that the brand started opening bridal boutiques in 2010, reports Business Insider.
The news marks more changes within the brand after its sales have dipped — by 10% in 2015 and eight percent in the first quarter of 2016. In October, J.Crew launched a new athleisure wear collaboration with New Balance, a departure from creative director Jenna Lyons‘ past comments that the style wasn’t a fit for the brand.
Before future brides with their hearts set on a J.Crew catalog wedding give up all hope, it’s worth noting that the wedding collection is up to 70% online and in stores. So shop now or forever hold your peace.