The California casual chic-inspired line is expected to include tees, knit tops, blouses, sweaters, pants, jeans, jackets and dresses, ranging in price from $30 for tees to $80 for a dress.
"With JCPenney serving more than half of America, I want to be an ambassador for introducing 'of the moment' fashions to a much broader audience," says Schwartz. "Incorporating the latest trends, ALLEN B. will offer the JCPenney customer an array of looks from 'day to date' that epitomize the California cool lifestyle."
In addition to JCPenney stores, the ALLEN B. collection will be sold on JCPenney's Web site and in its catalog.
Schwartz is co-founder of the brand Esprit de Corp and owner of A.B.S. Touted as the "master of trend" in the media and fashion industries, he also appears regularly on "Entertainment Tonight" as a style expert.
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