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Lauren Jones Launches Lauren Lorraine

Spring ’14 marks a new era for designer Lauren Jones.

Jones and business partner Av Goodman, who formerly headed up Lauren Jones Footwear, have set out on a new path, nixing the Lauren Jones label for the revamped Lauren Lorraine.

Unveiled at FFANY this month, Lauren Lorraine runs the gamut from a flat sandal with patent bow to a jewel-encrusted platform bootie.

“We are known for bridal and special occasion, but we are evolving into a full lifestyle [brand],” said Goodman, co-owner and president of Lauren Lorraine.

The new styles, retailing from $89 to $149, aim to combine fashion with practicality, according to Jones, co-owner and chief creative officer of Lauren Lorraine. “It’s important for the collection to be wearable,” she said, noting that the duo added wedges and flat sandals to the spring ’14 offering as part of that approach. She added that celebrities, bloggers and social media platforms may play important roles when it comes to spreading the word about Lauren Lorraine.

The label is targeting department stores and independents and is expected to hit retail in September.

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