Marie and Kelly Gray of up-scale fashion brand "St.John," have launched a new fashion label named "Grayse." 

The new casual luxury collection will be sold in upscale retail stores Neiman Marcus and Saks Fifth Avenue, with items priced between $200 to $1,100, according to WWD. 

St. John, an upscale fashion brand specializing in women's knitwear. classic styling and extensive primary colors was founded by Robert and Marie Gray in 1962. The casual luxury brand had many celebrity faces including Gisele Bündchen, Angelina Jolie and Karen Elson.

Robert Gray retired from the company in 2002, and Mairie and Kelly stepped down from their company respective roles in 2005. Since her departure as ceo, Kelly founded lifestyle label Royal Underground with Nikki Sixx. The start of the mother daughter duo to create "Grayse," took place when they both realized how much they enjoyed working together again.

"The minute we started bouncing things off each other we go kinetic, like we have a combustible energy," said Kelly, who added that their aim to do design is something "completely different from St. John."  The new focus of the "Grayse" brand will be on separates, with tops and dresses featuring high-tech embellishments, laser-cut Italian leathers and innovative woven fabrics.

The new collection will feature Lucite and thin metal plates that look like patent leather, "I've always loved a sequin," said Kelly, "but there have been so many advances in technology. The new designs will have classic shapes with modern sparkle. "