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J.C. Penney Teams With Marchesa's Georgina Chapman

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J.C. Penney's (attempted) renaissance continues with another unexpected chapter: a collaboration with Marchesa.

As Women's Wear Daily reports, the beleaguered department store is teaming with Georgina Chapman of Marchesa for a line of "special occasion gowns, prom and party dresses." (We're already having high school flashbacks.) The formalwear is not a collaboration with Marchesa per se, but rather borrow from the brand beloved by red carpet-walking celebs and the head designer behind it.

Pearl by Georgina Chapman of Marchesa, as the line will be called, will range mostly from $70 to $100, a price point Georgina is certainly not used to. "I have really enjoyed this challenge," the designer told WWD in what is probably the understatement of the year.

Chapman, who also happens to be married to Harvey Weinstein, is known for dressing Hollywood's top stars on the red carpet. Amy Adams hit the Golden Globes this year in a blush-colored Marchesa, Sandra Bullock accepted her 2010 Oscar in a slinky gold Marchesa gown and even Michelle Obama selected the label for one of her rare red carpet moments in 2012.

Now self-proclaimed "frumpy" J.C. Penney shoppers are going to get a taste of that Hollywood glam. It's all part of Penney's ongoing effort to freshen up their image, an endeavor that's brought us low-priced labels from Cynthia Rowley and Vivienne Tam, a designer collaboration with Duro Olowu, Ellen DeGeneres as a J.C. Penney spokeswoman and the mini "shops" concept (read more about it here).

Will a section of frothy red carpet-ready dresses help department store navigate its identity crisis? Time will tell: Pearl by Georgina Chapman of Marchesa hits the web on February 22 and stores on March 1.

Read more at WWD.com.

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