Lulu Guinness is launching a diffusion line next year.
The British designer – who was won several awards for her stylish accessories and handbags – is creating the range in partnership with US retailer JC Penney and the two are opening dedicated boutiques to the brand, each carrying the Lulu by Lulu Guinness collection.
The company’s CEO Martin Mason praised Lulu for her unique style, telling Vogue.co.uk: "It is incredibly exciting to be launching our new accessible collection with JC Penney and to be pioneering a whole new concept and store experience for our customers.
"Lulu is one of the British fashion industry’s most talented designers and with her particular take on life and style, our brand has grown holding a unique position as one of the world’s most covetable and distinctive accessories brands."
The label’s new offering will include handbags, accessories and a gift collection and will be available in the US only.
Lulu’s launched her designs in 1989 and now has stores worldwide, with celebrities such as Dita von Teese, Helena Bonham Carter and Katy Perry being just a few of her famous fans.