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Dive Brief:
J.C. Penney is partnering with model and entrepreneur Ashley Graham on a namesake, plus-size collection launching this fall, according to a press release last week.
The line is meant to reflect Graham’s “signature bold and confident style,” per the release. It also fits into J.C. Penney’s strategy to offer inclusive sizing — all of the company’s private label brands offer an extended size range, per the release.
The collection is still being developed, according to a company spokesperson. It is expected to be available both in-store and online in sizes up to 30.
Dive Insight:
The news of this collection comes after J.C. Penney rolled out a new marketing campaign intended to change its brand positioning. The company launched a series of advertisements with captions reading “It’s from where?” and “Yes, J.C. Penney.” The marketing push is meant to change customers’ perception of the brand and tap into Gen Z’s renewed interest in shopping malls.
Michelle Wlazlo, CEO of J.C. Penney, said the collection with Graham is a strategic move to redefine the plus-size category.
“[Graham’s] genuine connection to JCPenney and her passion for making fashion more accessible to the plus-size community make her the perfect partner to further amplify our ‘Yes, JCPenney’ message,” Wlazlo said in the release.
The collection follows other J.C. Penney partnerships announced over the last few years. In 2023, the company launched a collection with celebrity stylist Jason Bolden. In 2024, it debuted an apparel line with athlete Jamey Perry designed for people who use wheelchairs.
Earlier this year, J.C. Penney joined Catalyst Brands, a joint venture between the retailer and Sparc Group, Shein and Simon Property Group. So far this year, Catalyst Brands has conducted two rounds of layoffs to its corporate staff — including a 5% cut in February and a 9% cut in April.