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Jay Godfrey, founder and creative director of his namesake collection of dresses and separates, will launch Jay x JayGodfrey, a diffusion dress collection, for fall selling.

The collection, which wholesales from $42 to $90, includes cocktail dresses, jumpsuits and gowns.

“In looking at our success over the last decade, we noticed there were still a lot of chic women we were not dressing. This new diffusion collection changes that, in that all styles work for all women, regardless of style or budget,” said Godfrey. “This collection was designed as an answer to the fact that fashion has become more democratized. The core collection represents something very specific.”

A look from Jay x JayGodfrey

A look from Jay x JayGodfrey. 

He said that Jay x JayGodfrey is geared to a woman who wants designer fashion regardless of her income or where she lives.

Jay x JayGodfrey will launch at Neiman Marcus, Nordstrom BHLDN and Tootsies, as well as online in July. The size range is 0-14.

Rene Louis L’au is creative director of the division. He has been the vice president of sales and marketing for Jay Godfrey for over 10 years, a role he will continue.

The diffusion line, which is being manufactured in China, features stretch crepe, lace and sequins.

“The whole concept behind the Jay x JayGodfrey collection was a more democratic and approachable alternative to the main line. We haven’t lost the fashion and glamour, but the collection is a bit more modest. Necklines feature an approachable cut/plunge. You’ll see longer silhouettes, very minimal cutouts and smaller slits,” said L’au.

The company expects the diffusion line to generate $3 million in first year sales.

The collection will be shown at Godfrey’s showroom at 333 West 39th Street, Suite 402 in New York.

Jay Godfrey, which has been in business 12 years, sells such stores as Neiman Marcus, Nordstrom Intermix, Aishti (Lebanon and Dubai), in addition to Revolve.com and JayGodfrey.com. That collection wholesales from $100 to $250.

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