Duro Olowu partnering with JCPenney

Hot on the heels of the announcement that Prabal Gurung is

Target’s next collaborator for its budget-friendly designer collection, retail rival JCPenney has confirmed its first “seasonal designer” for spring 2013, Nigerian-born, London-based designer Duro Olowu.

Olowu, known for his colourful vibrant prints and textures, as well as dressing America’s First Lady Michelle Obama, has designed a limited edition capsule collection of apparel and accessories for women, as well as home goods, including dinnerware, stationery, and décor items.

The Duro Olowu for jcp line will be available in JC Penney stores and online from March 2013, with everything in the collection priced under 100 Dollars.

“I am proud to partner with jcpenney to create and launch this new seasonal collection," said Olowu in a statement. "Working with jcpenney has allowed me to merge my vision of style and quality with their affordability, resulting in a line that is stylish, beautifully made and accessible. It has been an exciting experience to bring this fashion and home collection to life.”

JCPenney are no stranger to high-fashion collaborations, in the past the retailer has worked with the likes of Marchesa, Joe Fresh, and William Rast, and earlier this month the American store announced it was launching a diffusion line with British accessories designer Lulu Guinness called Lulu by Lulu Guinness.