NEW YORK, Sep 15, 2004/ FW/ --- The idea is novel, the execution is simply beautiful, and more than a few tears of joy were shed when Colin Cowie and JCPenney launched “From Aisle To Eternity,” the retail giant’s new campaign for its wedding registry and new home collection.

Tuesday, in a 57th Avenue store window, 4 couples exchanged vows in typical store window setting.

With a pair of white risers in each far side of the window as props, holding beautiful floral arrangements by celebrity event planner Colin Cowie, the bride and groom became “living mannequins” as the marriage rites was being spoken and passers by observing the whole ceremony.

Like most weddings, the bride “walked” on the aisle, but this time, the “aisle” was a dramatic spiral staircase.

With JCPenney’s professional photography crew documenting the event for the wedding party, press photographers’ camera’s flashing, and XTRA’s video crew at hand, the 4 brides dressed in Kleinfeld bridal gown and wearing a veil also by Kleinfeld, the brides met their grooms at the store window.

Tara Reid, of “American Pie” fame and the face of the “Aisle to Eternity” campaign, together with Colin Cowie, designer of the new home collection for JCPenney were the celebrity witnesses during the weddings.

Michael Cape, VP Brand Management of the retail giant explained the concept of “Four Weddings In A Store Window.”

“It was the brainchild by La Force & Stevens, the ad agency that handled this event.” Michael Cape said in an interview. We (JCPenney) wanted to show the world that chic does not necessarily mean expensive. With JCPenney’s new home collection by Colin Cowie, beautiful things are now affordable.”

As for the store window setting, it was a logical move for the Dallas-based retailer to take. Store windows are literally “windows” of what is inside the store. And with JCPenney’s new mantra “It’s all inside” the “Four Weddings in a Store Window” fits.

The four lucky couples are the winners of the “Dream Wedding” contest sponsored by JCPenney as part of its “Aisle To Eternity” campaign. Couples joined the contest in JCPenney stores and online to be part of the drawing.

The winning couples received:

For more information about the JCPenney Home Collection by Colin Cowie, please log on: www.jcpenney.com or www.colincowie.com

Tara Reid, Colin Cowie and the 4 brides

Bride & Groom

From the JCPenney Home Collection by Colin Cowie