The latest evidence of JC Penney’s aspirations to raising its fashion profile: A new campaign lensed by Craig McDean, styled by Alex White, and starring runway regulars Lily Donaldson, Chanel Iman, and Jac Jagaciak. The occasion: The retailer’s new Pearl by Georgina Chapman line. The collection, which will be available online this weekend and will hit nearly 530 JC Penney stores on March 1, aims to provide a similar red carpet romance as Chapman’s Marchesa at an accessible price point. “I’m very specific in my vision,” said Chapman, who was in rainy L.A. preparing for the Oscars when she spoke to Style.com. “Craig’s photographs are extraordinary and I’ve always wanted to work with him. He’s capable of doing anything and really captured the high-fashion sensibility of the line.” Chapman asserted that her “specific vision” applied to the creation of the range, too. Explaining that she hadn’t considered doing a high-street collaboration before JC Penney approached her, the designer stressed that she made no sacrifices and included luxe details like corseting, organza ruffles, and Chantilly lace in her first installment of the eveningwear line, which will range from $50 to $250 per piece.
“Pearl skews a little bit younger [than Marchesa],” said Chapman, noting that she designed it with her three stepdaughters in mind. (”They’re a little young for Marchesa.”) Stores will introduce around 15 new Pearl styles each month, and in some locations, the range will be housed in special, chandelier-adorned boutiques within JC Penney. Chapman has signed a multiyear contract with the retailer, and said that the project’s longer-term commitment was part of what attracted her. The fact that the partnership has a charitable aspect also made it a draw: JC Penney will be inviting customers to round up their Pearl purchases to the nearest dollar to benefit Chapman’s charity, the Pearl Fund, which helps girls to obtain scholarships. When asked how she felt the partnership would affect the Marchesa line (which she designs with Keren Craig), Chapman offered, “I don’t think it will. It’s a completely different attitude and price point. It’s easier. The clothes are grab-and-go. And they won’t break the bank.” Take a peek at Pearl’s new campaign images, which debut here on Style.com.
—Katharine K. Zarrella
Photo: Craig McDean
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