Sneak Peek: Cynthia Rowley's Belk Collaboration

Photo courtesy of WWD

Sketches from the Cynthia Cynthia Rowley collection for Belk.

Self-professed Montauk "surfer girl" Cynthia Rowley is heading south for her latest fashion venture.

Rowley has become just the second designer to collaborate with Charlotte, N.C.-based department store chain Belk, with the Cynthia Cynthia Rowley diffusion line slated to launch in March 2013, Women's Wear Daily reports.

Available at 149 Belk stores, the range will be priced from $80 to $200 and encompasses apparel, jewelry, handbags, scarves, accessories, and small leather goods, with shoes set for a Fall 2013 debut.

"I am designing every single piece," Rowley says of the line, which features floral prints and a strong color palette of red, purple, and navy.

"Even though Cynthia is not from the South, we like her style aesthetic," adds Kathryn Bufano, Belk president and chief merchandising officer. "Color, print, and florals are very dominant. There's a very feminine twist and dresses are a big piece of her collection."

The Belk collaboration marks the designer's third diffusion line in recent months—joining Print Edition by Cynthia Rowley and DreamPop by Cynthia R.—with more licensing deals on the horizon.

Keep it coming, lady!