London's Calling Ashley Olsen for Her Next Olsenboye Collection

05/14/2010 at 04:00 PM ET

Marion Curtis/Startraks

There’s a British invasion scheduled to hit JC Penney stores come fall. With New York serving as the inspiration behind Olsenboye’s debut collection, Ashley and Mary-Kate Olsen are looking to “cute little British girls” for the next installment of their lower-priced juniors line. “We’re doing London street style next,” Ashley revealed to PEOPLE at last night’s Belvedere Pink Grapefruit Pop Up event in New York City, hosted by designer Matthew Williamson, who collaborated with the vodka brand on a limited edition caftan. In the name of research, Ashley traveled to the British city to observe the foreign trendsetters first hand. “You pay attention to their style and lifestyle and what they do,” she says. And with two other fashion labels to think about — including their high-end range The Row and their ready-to-wear collection Elizabeth and James — Ashley and Mary-Kate are always looking for inspiration. “I think it’s about paying attention to the world, and to culture and what’s happening,” says Ashley. So how do they stay focused on all three lines? “You know it’s a lot of work,” Ashley admits about keeping the three lines fresh. “But it’s definitely not hard to keep it straight. It’s just a matter of finding enough time to be able to devote to each brand, really.” See the latest Olsenboye collection at jcp.com now. –Andrea DeSimone; reporting by Jeffrey Slonim

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