Retail chain J.C. Penney is determined to revamp their image away from the matronly, strip mall aesthetic into a cooler, more modern realm. First they announced their plans to open up a Manhattan flagship in Herald Square, home to the sprawling locations of affordable, fashion-forward brands like Macy's, Express, Victoria's Secret, and H&M. Now they have released some sneak peeks at their upcoming fall collections—and the clothes are actually cute! Taking cues from Target, who has become "cool" in recent history with their various collaborations with well known designers, J.C. Penney features its own line of spinoff collections that are quickly gaining momentum. The store's 'American Living' collection is an inexpensive version of Ralph Lauren, the 'Allen B.' line is compliments of designer Allen B. Schwartz, and Charlotte Ronson has enjoyed success so far with her 'I Heart Ronson' line for the store. All spin-off designer collections for next season seem to feature hip, of-the-moment looks ranging from classic knitwear to trendier, urban hipster pieces.
Another brand currently building a more modern image is Ann Taylor. The retail chain, known for its feminine, albeit bland, designs often geared toward the professional realm has also decided given itself a recent, style-savvy boost. Last year the company hired Senior V.P. of Design Lisa Axelson, formerly of Club Monaco, and her luxe looking collection has begun to show up in ad campiagns for its upcoming debit on September 1st. Axelson touches on various staples for fall, including boyfriend blazers, tailored trousers, and patterned flats. And her jewelry, dare we say it, was described by New York Magazine as, "Lanvin-inspired" with its pearls and grosgrain ribbon. We are officially excited about the direction these two mass retail chains are taking and can't wait to see what they'll try next!
Article Source: newyorkmag
Photo Source: coutorture, fabsugar
Tags: Alia Rajput, Allen B, Allen B. Schwartz, American Living Collection, Ann Taylor, Brands, Charlote Ronson, Club Monaco, H&M, Herard Square, I Heart Ronson, image, J.C. Penney, Lanvin-inspired, Lisa Axelson, makeovers, modern, Ralph Lauren, Target, Victoria's Secreet