Marchesa is launching a new contemporary line.
The fashion house's designers Georgina Chapman and Keren Craig have decided to create a ready-to-wear sister collection to their haute couture line, which will come at more affordable prices.
Co-founder Georgina told WWD: ''We have always had a vision for Marchesa to be a lifestyle brand. We have been very specific for eveningwear so far. We always had this dream that Marchesa could transcend into all different areas of lifestyle.''
Marchesa, worn by the likes of Kristen Stewart and Diane Kruger, is known for its romantic and ethereal designs and delicate use of embroidery, and the new line will follow the same core aesthetic.
The aim is to broaden the brand's reach by attracting a new kind of customer thanks to their less exclusive prices, with items expected to retail between $150 and $750.
Georgina added: ''It's going to be under the Marchesa umbrella, but with a slightly different feel. We have been so specific for such a long time, and the idea to broaden out to a different consumer, and to our same consumer as well. We haven't really looked at that market yet.
''My dream is to give Marchesa many facets, and that's just one of them.''
The new line is expected to launch at the end of the year.