JCPenney has partnered with body-positive model Ashley Graham to launch a size-inclusive and plus-size collection in fall 2025 as the retailer aims to expand its customer outreach.
Michelle Wlazlo, CEO of JCPenney, said: “Collaborating with Ashley is a milestone moment for JCPenney. 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 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.”
The retailer plans to increase its product assortment amid store closures following its recent merger with SPARC Group.
Ashley Graham added: “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 its 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.”
JCPenney operates alongside a portfolio of brands including Aéropostale, Brooks Brothers, Eddie Bauer, Lucky Brand, and Nautica.
Meanwhile, its parent company Catalyst Brands also announced its decision to streamline its operations and cut off 9% of its workforce.
The company also aimed to amplify its social media marketing agency plans by hiring VaynerMedia as its new social media marketing agency moving forward.
It joins a growing list of retailers downsizing as a method of staying afloat.
Click here to sign up to Retail Gazette‘s free daily email newsletter
