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Matthew Williamson Launching Diffusion Line, Muse by Matthew Williamson


>> Matthew Williamson
is prepping to unveil his first diffusion collection — working title Muse by Matthew Williamson — for Fall 2011. "It will be womenswear but all will be revealed in due course — watch this space," Williamson said. "It just felt right — we've been here for 13 years and it's time to take the label further. We're ready for it now." Joseph Velosa, Williamson's business partner and the brand's CEO, added: “We’re confident, the identity of the first line is solid, and we feel like there are very clear parameters for a diffusion line.” Jeffry Aronsson, founder and chairman of the Aronsson Group, which has a stake in Matthew Williamson, is said to have conceived the idea.

Velosa sees Muse as a “younger sister” to Matthew Williamson's signature collection, meant to sell alongside Marc by Marc Jacobs and See by Chloe. Prices will range from 300 pounds ($474) for a day dress to 500 pounds ($790) for evening pieces. Williamson will design two Muse collections annually; as for what it will look like, the designer replied: "That's a good question, it's still being worked on at the moment. I'm just a workaholic — I just needed even more to do." Velosa elaborated: “It’s for a woman who wants feel-good clothing, and it will have the same aesthetic, DNA and surface signatures as the main line."

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