J. Crew Endorses the Gay Crew

12.3.2012

By Jay Schwartz

J. Crew’s website has always had a bridal section, but this time there's no bride!

Benjamin & Ray, as the editorial headline refers to them, tied the knot in an 11th-century chateau in the south of France. This picture-perfect wedding was quite literally a perfect picture and is the first same-sex wedding editorial featured on the "Wedding Album section" of the J. Crew site.

“They really stepped up big time,” says Benjamin Moore, one of the grooms. “The section typically features brides wearing J. Crew wedding gowns, but this time it features two grooms sporting J. Crew tuxedos and some interview questions.” These questions go into details like where the couple met and what kind of cake they served. Oh, and that they wore J. Crew Ludlow tuxes, naturally.

“It's not buried under a bunch of straight weddings, but headlines the section with straight couples presented below,” says Moore. Advertising for same-sex wedding registry is nothing new. Target released an ad in July featuring two men together, clasping hands, noses nuzzling, with the tagline “that’s love” in promotion of its registry. Similarly, Expedia produced a viral YouTube video featuring a lesbian wedding that’s a real tearjerker.

J. Crew advertising has a great track record in the queer community. It's no stranger to featuring gay couples in its ads and we all remember “pink-toenailed signs of the Armageddon,” which featured company president Jenna Lyons painting her son’s toe nails. And the Jenna Lyons, J. Crew's creative director and president, coming out this year.

While the conservative clothing store continues to get flack from the conservative critics, it’s hard to deny progressive steps aren’t damn cute.Ra

Read more about Benjamin and Ray's wedding details here.

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