In their effort to rebrand in a struggling economy JC Penney’s is taking a page out of Target’s playbook. Department store chain is now bringing in affordable collections from the world’s most sought after designers in an effort to survive. And one of the first designers to take the plunge is none other than “Project Runway: All Stars” judge, and Marchesa co-founder, Georgina Chapman.
Her “Pearl by Georgina Chapman of Marchesa” JC Penney’s exclusive collection is named after her daughter. The collection features many of the same kinds of lavishly embellished classic looks that Marchesa has become known for. The Pearl Collection consists of prom dresses, formal gowns, and cocktail dresses.
Of course the real difference is the price tag. While Marchesa gowns retail for thousands to tens of thousands of dollars JC Penney’s is offering the Pearl Collection pieces at a much more wallet friendly price point. All of the pieces in this collection retail between $50 to $250.
“I have really enjoyed this challenge. It’s amazing what Penney’s can achieve at a price point,” Chapman said in a statement about the collection launch. “There’s corsetry involved, beautiful laces, beautiful prints.”
While the collection has been available for a limited time online at JCP.com more than 500 JC Penney department stores across the country have recently launched Pearl boutiques within their regular department store settings. The white walls, driftwood floors, and pearl drenched chandeliers seen in the Pearl boutiques add to an upscale shopping experience- without the headache of the upscale debt.
Georgina Chapman launched Marchesa, with actress and model Keren Craig, in 2004. The line became in instant hit on the red carpet and shows annually at New York Fashion Week. In 2007 Chapman married Harvey Weinstein, of The Weinstein Company, which co-produces “Project Runway.” The couple has two children, India Pearl, who was born in 2010, and Dashiell Max Robert, who was born in April of this year.
The Lifetime Television Network, which is home to both “Project Runway” and “Project Runway: All Stars,” has not yet said if the spin-off show will be back for a third season. They are currently in the midst of casting fashion designers for “Project Runway: Season Twelve.”
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