Jaime Pressly is on a roll with an Emmy, a baby and now a lifestyle fashion collection launching for spring.
Pressly, who last month won the Best Supporting Actress in a Comedy Emmy for her role in the NBC hit "My Name Is Earl,'' plans to launch J'aime Collection on Oct. 15 during Los Angeles Fashion Week.
J'aime Collection marks the rebranding and expansion of her two-year-old contemporary knitwear line called J'aime by Jaime Pressly, which has been sold mainly to upscale women's specialty stores. Now knits are only a part of the line.
"Why am I doing this? I want to reach more women and address a broader range of their lifestyles with my designs,'' Pressly said in an interview. "My collection is now a comprehensive ready-to-wear brand that includes casual, career and party styles that can be dressed up or down.
"Before my line was a traditionally simple knitwear collection mostly made of Modal, a versatile and washable knit fabric,'' she said. "Now knits are only part of the story. We're featuring for spring washed linen, cotton voile, stretch cotton sateen, silk, chiffon and eyelet. We also want to try to keep ahead of the competition. There are now so many knitwear knockoff lines out there at bargain or discount stores that are so poorly made but that cost $20 or less.''
Spring wholesale prices range from $50 for a pair of city shorts to $120 for a silk dress. There's lots of navy, chocolate, rust and white, as well as Indian ethnic and paisley prints, among others.
Pressly, who turned 30 in July, has had quite a year. In May, she and her fiancé, hip-hop DJ Eric Cubiche, became the parents of a son, Dezi James.
Becoming a mother has expanded Pressly's creative awareness as a designer and inspired her to look ahead for ways to grow the business, she said.
"I'm showing at least 35 to 40 styles for spring, and then we'll offer additional capsule deliveries of new styles between the major seasonal collections,'' Pressly said. "There are a range of dress silhouettes from baby dolls to sundresses, wide and slim pants, several styles of shorts, jackets and other classics as well as trend-driven items. And I absolutely have plans to do brand extensions into other fashion and lifestyle categories in the future."She hired French designer Renee Bardot as her in-house design collaborator to help produce the array of designs and concepts.
"There's a great creative and productive energy when Renee and I collaborate on the collection,'' Pressly said. "I am totally enjoying being as creative as I want to be and then working with Renee to help me execute my vision."
Pressly is succinct about what she wants to accomplish.
"The collection, as always, was designed first and foremost to fit and flatter the body of every woman,'' she said. "My goal is to design clothes that make women look and feel confident."
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