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Credit: J. Crew

It is a sad, sad day in the bridal world. After 12 years in the business, J. Crew is killing off its bridal line, a move that leaves a big hole in the wedding dress business. Launched in 2004, the company was among the first ready-to-wear retailers to get into the bridal game, paving the way for brands like Anthropologie, H&M, and ASOS to begin offering wedding gowns.

J. Crew’s line of bridal and bridesmaid dresses was always chic yet classic, and often sold at prices below or comparable to bridal-only retailers. We’ve long loved their frocks and are super sad to see this line go.