Matthew Williamson for Macy's

British designer, Matthew Williamson, is teaming up with US department store, Macy's,

to produce a new capsule collection.

The range will consist of 30 pieces from evening and daywear, including embellished dresses, playsuits, leathers and printed scarves. Prices will start at a very accessible price point of £31 ($50).

‘The collection aims to capture the essence of the mainline brand, with a focus on effortless glamour; dynamic prints, loosely structured silhouettes, and pops of strong colour,’ says Williamson.

Macy’s is hoping the collaboration will boost flagging sales and interest and attract a younger customer base (as Barneys have catered for a younger market with Co-op).

Molly Langenstein, executive vice president of fashion and new business said to WWD, ‘This Spring, the seventies prints and colours are strong influences, and Matthew exudes those. He is tremendous at pops of strong colour and he does dynamic prints reminiscent of the Seventies and the disco era.’

Macy’s next collaboration after Williamson will be with Karl Lagerfeld.

The collection will launch April 13 in 225 stores and on Macys.com