Marc Jacobs - Marc Jacobs to rename his diffusion line

Marc Jacobs is renaming his Marc By Marc Jacobs diffusion line.

The American fashion designer admits he ''hates'' the name of his affordable brand and will unveil a new moniker when design duo Katie Hillier and Luella Bartley - who took over as creative director and design director, respectively - debut their first collection on February 11 during New York Fashion Week.

Speaking in the March issue of W magazine, Jacobs said: ''I've always hated that name. I have an idea of what it should be, which I presented to everyone, but I can't really say it yet. I'm very superstitious that way. I always believe that if I say something before it's done it won't really happen.''

Bartley and Hillier are set to give the brand a fresh look, and Marc claims the pieces are intended to offer a more relaxed style.

He mused: ''It's about being playful again, even a little boyish, and having lots of disparate influences, I think that's the charm of the Marc girl. She doesn't buy a head-to-toe designer look, so we can't design in that way.''

Meanwhile, the 50-year-old designer claims he will also be implementing some changes to his main eponymous label including ''rethinking'' new logos, as he believes the brand has lost its individuality.

Marc explained: ''It got very polluted and diluted and lost its identity, and I think that's the same with the shoes. Not to blame anybody, but things slipped, and the only one who can change that is me.''


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