JCPenney is recruiting a fashion icon to create an exclusive namesake collection for full-figured women.
The department store company has tapped plus-size supermodel and entrepreneur Ashley Graham to create the collection, which is set to launch fall 2025. The line will reflect Graham’s signature bold style, and feature stylish on-trend pieces that celebrates and actually fits real bodies, Penney said in a release.
“This is something I’ve dreamed about for a long time,” said Graham. “JCPenney was a true champion for me right from the very beginning, giving me one of my very first opportunities as a model. Now, to see JCPenney boldly embracing their role as a fashion leader for all body types feels incredibly powerful and inspiring. This isn’t just a partnership – it’s the culmination of our shared history and a meaningful step forward in making real, affordable fashion truly inclusive.”
This is not the retailer’s first foray into plus-size apparel. All private label JCPenney brands are offered in extended sizes.
“Collaborating with Ashley is a milestone moment for JCPenney,” said JCPenney CEO Michelle Wlazlo. “This partnership goes beyond just launching a product – it’s a strategic move to redefine the Plus category with fashion-forward, runway-inspired looks that truly embody Ashley’s style and spirit. Her 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.”
The new line with Graham follows the recent debut of Penney’s humorous brand marketing campaign featuring the tagline, “Yes-JCPenney!”
As part of the campaign, for the first time ever, the retailer is teaming up with the ABC “Jimmy Kimmel Live!” late-night talk-show program with in-show reveals. Every Thursday night through May 22, the show will announce “Really Big Deals” on products in categories including fashion, home and beauty
[READ MORE: JCPenney partners with ‘Jimmy Kimmel Live!’ to promote fashion]
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