A Sea of White (and Sequins) at J.Crew Bridal

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Photo: Melissa Hom

Some brides-to-be are willing to fork over thousands for frothy princess gowns at Kleinfeld. Others resort to playing the highly competitive sample-sale game, throwing elbows as they tear through the racks at Saks or Filene's. For those who fall somewhere in the middle, there's J.Crew (at least while we anxiously await Vera Wang's collaboration with David's Bridal). The chain launched its first boutique devoted exclusively to bridalwear on Madison Avenue a week and a half ago — wooing hordes of brides-to-be with Champagne and macarons — and they're already booked more than a month in advance for 90-minute weekend bridal appointments.

The two-story space resembles an Upper East Side townhouse, decorated with antique knickknacks, pastel peonies, and chandeliers. The upstairs level is devoted to "special occasion" frocks (think sequins, florals, and feathers), jewelry, accessories, and a rainbow of cashmere, while the roped-off lower level is filled with dozens of bridal and bridesmaid gowns. Though we've seen our share of J.Crew dresses traipse down the aisle on the annual spring wedding circuit, this outpost carries exclusive styles that haven't made it to the website or catalogue. Best of all, wedding gowns start at $295. We scoped out the selection with an engaged friend in tow — click ahead for a look at what's in-store.

J.Crew Bridal Boutique, 769 Madison Ave., at 66th St. (212-824-2500)