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Despite the fact that Kleinfeld's sample sales are wildly popular, the giant Chelsea bridal
warehouse salon is bringing its semi-annual event online this month, WWD reports—meaning that the 300 (or more) brides-to-be who generally line up for the blowout will have even more competition for the dress of their dreams.
The 150-piece sale will live on Gilt.com, which has partnered with Kleinfeld to photograph each dress in the store to "capture the spirit of the environment," according to Gilt senior editorial director Tracey Lomrantz Lester. Each photograph will also include notes and tips from the Kleinfeld staff about each dress.
Before the sale kicks off next Wednesday, the dresses—including designs by Pnina Tornai, Temperley London, Badgley Mischka, Isaac Mizrahi and Reem Acra—will be available to preview on Gilt.com a full 24 hours in advance. And though most prices won't reach the half-off mark, one Pnina Tornai gown (for those who've seen Say Yes to the Dress, hers are the really flashy ones) will reportedly sell for $19.41, in honor of the year that Kleinfeld was founded.
On the bright side, the switch to an online sale may have just saved around 300 women hours of waiting in the snow—though hopefully, Kleinfeld's summer sample sale will continue as scheduled IRL.
· Kleinfeld Teams With Gilt to Bring Sample Sale Online [WWD]
· Kleinfeld [Racked NY]