Jcpenney adds new designers

American department store Jcpenney has announced its new fashion line-up for spring,

which includes new designer collaborations from Georgina Chapman of Marchesa and William Rast.

One of the highly anticipated collections is Pearl by Georgina Chapman of Marchesa, which captures the glamorous and elegant style of the red carpet label but at affordable prices. The collection features a line of gowns, cocktail dresses and pant and short sets with prices ranging from 50 to 250 dollars. The line, named after the designer’s daughter, launches in more than 500 Jcpenney stores on March 1.

Other names on the line-up includes Canada’s apparel brand, Joe Fresh, Nanette Lepore’s first junior line, L’amour Nanette Lepore, as well as a bigger collection from Lulu Guinness after the success of her holiday debut, and Duro Olowu debuts for the retailer.

Commenting on the new line-up, Ron Johnson, chief executive officer of Jcpenney, said: "We want to become famous for irresistible style at incredible value every day. By introducing these exciting brands at truly affordable prices, we are making it easier for customers to look and live better every day."