Georgina Chapman Partners with J.C. Penney for Prom

By  February 21, 2013

Georgina Chapman is taking her designs from the red carpet to the prom dance floor!

J.C. Penney tapped Hollywood’s designer of choice to create a rolling collection of special occasion gowns, prom and party dresses. Called Pearl by Georgina Chapman of Marchesa after the middle name of her daughter, the collection will be housed in an in-store boutique with chandeliers and consists of everything from long organza gowns to lace shorts and jackets. The initial delivery will focus on prom and special occasion dresses but will later shift to print dresses perfect for summer soirees.

Marchesa has only recently dipped its toe in the mass market as a part of the CFDA collaboration with Neiman Marcus and Target and focused on holiday dresses for young girls as well as a more affordable offshoot set to launch later this year. “I have really enjoyed this challenge,” she told Women’s Wear Daily. “It’s amazing what Penney’s can achieve at a price point. There’s corsetry involved, beautiful laces, beautiful prints.”