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JCPenney Announces Duro Olowu Design Collaboration

JCPenney is jumping on the designer collaboration bandwagon. Duro Olowu, a Nigerian-born designer with Michelle Obama’s stamp of approval, is JC Penney’s first “seasonal designer.” The collection is for everyone from 18 to 80, according to Olowu.

Penney’s first look drew praise for its many flattering elements, which include brightly printed designs and dresses. The collection will retail at $10 – $100, and will compliment other recent changes at Penney’s. Olowu’s line will be available from March through May 2013.

The company has sought to rebrand itself to appeal to a wealthier and more particular consumer, abandoning sales and designing a new “store-in-store” concept, and changing point-of-sale strategies to include iPad purchasing stations and roving sales staff. The line will include accessories. JCPenney is also planning collaborations with William Rast, Marchesa, and Joe Fresh, among others, and has deepened its relationship with Levi Strauss.

Olowu said in a press release. “Working with JCPenney has allowed me to merge my vision of style and quality with their affordability, resulting in a line that is stylish, beautifully made and accessible. It has been an exciting experience to bring this fashion and home collection to life.”