shop :: J.Crew opens at West Edmonton Mall

The popular New York-based clothing retailer J.Crew has opened its newest store in West Edmonton Mall. The gleaming 5,657 sq. ft store features women’s clothing and accessories.

When J.Crew opens, it opens in style. Last night, the gals at were invited to a chic party to be among the first to shop the new store. And this morning, I (Kendall) chatted with Tom Mora, vice-president of women’s design at J.Crew. The designer shared his excitement for the J.Crew brand, top picks for summer and must-have classics.

While J.Crew is synonymous with preppy, east-coast style, Mora prefers to describe the clothes as “color-driven, happy and designed to touch so many people.” The new store is a testament to this vision; the shelves are stocked with lux Italian cashmere, ankle-grazing silk pants, bold-hued vintage t-shirts and glitzy statement necklaces.

Mora explains the strength of the J. Crew brand is unexpected high/low combinations, and following a journey of mixing patters, colors and prints. Think a silk pant with chambray shirt or play with jeans by adding a ladylike bouclé tweed jacket. For those of us new to layering and mixing, look no further than the J. Crew style guide for inspiration. 

Mora’s top three picks for summer include colored denim, a dress in a great print and the swim collection (only available to Edmontonians online or by catalogue).

For loyal fans of the ‘preppy’ J.Crew, the company continues to deliver tongue n’ cheek twists on its classics with iconic elements like anchors or critters subtly embroidered onto shorts. When it comes to stocking classics in your closet, Mora suggests the school boy blazer for its versatility with jeans, dress pants or even a silk blouse. Another timeless collectible is J.Crew cashmere for its beautiful custom colors and fine Italian yarn.

So what gives J.Crew its staying power? Mora cites consistency, respect for the customer and an incredible energy in the stores, catalogues and online. Simply, the J.Crew folks really love what they do – and the customers love them right back.

The wait is finally over; J. Crew opens June 7 to undoubtedly feverish crowds at West Edmonton Mall.

J.Crew (West Edmonton Mall - Level II, Phase 3,

 1. Accessories wall at J.Crew in West Edmonton Mall / 2. J.Crew Cashmere / 3. Shorts / 4. The Ballet Boutique / 5. Summer basics with white jeans and tops