With fashion critical to Penney's turnaround efforts, the retailer is launching Artesia, a private boho-style brand for women. It will be introduced in a big way, with nearly 400 of the retailer's 860 stores and the company web site carrying the collection at the outset. Artesia is being designed and manufactured by One World Apparel, a key supplier, and includes crochet cardigans and dusters, peasant blouses and tiered flounce tops with details such as flutter sleeves, lace, tassels and fringe. Items will be on sale for less than $30. Penney's described the line as "an effortlessly chic collection of relaxed silhouettes, flowy fabrics and peasant-style tops and dresses that bring a modern twist to the vintage, bohemian trend." The Artesia collection will be situated next to Penney's longstanding a.n.a. private brand and is designed to pair with a.n.a.'s denim selection.

press release on jc penney's new boho brand for woman