By  on February 21, 2013

For J.C. Penney Co. Inc., advertising during the Academy Awards isn’t enough. The department store wants some red-carpet appeal on its selling floors.

On March 1, Penney’s will simultaneously open more than 500 boutiques selling special occasion gowns, prom and party dresses designed by Georgina Chapman. As the designer and founder of the Marchesa brand, Chapman is known for glamour and dressing red-carpet celebrities, as well as being married to movie mogul Harvey Weinstein. Penney’s says Chapman is bringing her style to the masses but at affordable prices in an exclusive collection called Pearl by Georgina Chapman of Marchesa.

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