Bless JCPenney for trying to punch themselves up. First they had Kimora Lee Simmons design a back-to-school line, which we found inappropriate and misguided. But their next venture is not only more appropriate but legitimately exciting and could actually help business! Charlotte Ronson will design a line for the store called I [Heart] Ronson. WWD reports:

Targeted towards the 21 to 35-year-old woman, I [Heart] Ronson will be priced at the store’s better tier, ranging from $15 for layering T-shirts and tanks to $26 to $44 for blouses, sweaters and jeans to $40 to $65 for dresses and jackets. In contrast, Ronson’s contemporary line for department stores wholesales from $70 to $130.

Charlotte also designed a special section of the sales floor for her line, which is supposed to look like her closet right down to the wallpaper. And she makes for a highly effective mouthpiece. “Growing up in Manhattan, I really never went to a J.C. Penney before I started meetings with them,” Ronson told WWD. “But I was pretty impressed when I did a store visit. I even bought a really cute striped American Living T-shirt.” Now we want to go to JCPenney even though we haven't been in more than a decade and feel like she was probably paid to say that.

J.C. Penney Banks on Charlotte Ronson [WWD]