Marc Jacobs is renaming his Marc By Marc Jacobs diffusion line.

The American fashion designer admits he ''hates'' the name of his affordable brand and will unveil a new moniker when design duo Katie Hillier and Luella Bartley - who took over as creative director and design director, respectively - debut their first collection on February 11 during New York Fashion Week.

Speaking in the March issue of W magazine, Jacobs said: ''I've always hated that name. I have an idea of what it should be, which I presented to everyone, but I can't really say it yet. I'm very superstitious that way. I always believe that if I say something before it's done it won't really happen.''

Bartley and Hillier are set to give the brand a fresh look, and Marc claims the pieces are intended to offer a more relaxed style.

He mused: ''It's about being playful again, even a little boyish, and having lots of disparate influences, I think that's the charm of the Marc girl. She doesn't buy a head-to-toe designer look, so we can't design in that way.''

Meanwhile, the 50-year-old designer claims he will also be implementing some changes to his main eponymous label including ''rethinking'' new logos, as he believes the brand has lost its individuality.

Marc explained: ''It got very polluted and diluted and lost its identity, and I think that's the same with the shoes. Not to blame anybody, but things slipped, and the only one who can change that is me.''