04/25/2009 05:12 am ET Updated May 25, 2011

Lauren Bush, W.'s Niece, Debuts Fashion Label Under Different Name (PHOTOS)

Lauren Bush's new fashion line hits Barneys today...under the name Lauren Pierce. The niece of former President Bush has previously denied that the change has anything to do with her family legacy.

As she told W in a November interview:

"It wasn't a conscious decision....Obviously my last name is associated with politics," Bush continues. "But Pierce is my grandmother's maiden name and my younger brother's name. It's not about downplaying my last name as much as it is about loving Pierce. And my brother is very flattered."

Also of note is that she's the girlfriend of David Lauren, son of Ralph, though she told W his influence is minimal.

"Obviously in dating David and spending time with his family, they've been inspirational in some way," says Bush, noting that she hasn't shown her collection to his father. "But I've been interested in doing something like this since before ever meeting David."

Bush is well-known for her charity work, most famously creating the ubiquitous "FEED" bag, and intends to continue that tradition with her new line. According to

So Lauren, the daughter of Neil (George W's brother) and Sharon Bush, plans to partner with a different women's cause for each of her collections. For spring '09, she worked with Women for Women International, which teaches women in the Democratic Republic of the Congo how to hand-dye fabrics. The one-of-a-kind materials accent Lauren Pierce's timeless cocktail dresses, double-sided capes, and perfect-for-spring skirts, and 10 percent of the proceeds from sales go back to supporting the artisans.



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