JCPenney is stepping up its commitment to fashion inclusivity by launching a new plus-size clothing line in collaboration with renowned model and entrepreneur Ashley Graham. This initiative aims to address the longstanding size gap in the fashion industry and further solidify the Texas-based retailer’s mission to offer “fashion for all,” as emphasized by JCPenney CEO Michelle Wlazlo.
The partnership arrives in response to a striking imbalance in the fashion market. While approximately 68% of American women wear a size 14 or above, less than 20% of apparel is manufactured in those sizes, according to the retailer. A 2016 study, still considered a benchmark in the industry, found that the average American woman wears a size 16 or 18. The collaboration with Graham is intended to meet this overwhelming demand for stylish, size-inclusive fashion.
Set to launch in fall, the exclusive Ashley Graham for JCPenney line will be available both online and in stores. The collection promises trend-forward, high-quality designs tailored for curvier bodies, all while maintaining affordability. Wlazlo noted that while the collection will feature a range of products and prices, none will fall outside the value proposition that JCPenney customers have come to expect.
This announcement comes on the heels of significant changes at the retailer. Earlier this year, JCPenney and store operator Sparc merged to form a new U.S. retail powerhouse, Catalyst Brands. Most recently, the company unveiled a refreshed brand identity and new slogan: “Yes, JCPenney!”
Beyond simply offering more size options, JCPenney intends to revolutionize the plus-size category. The company already provides extended sizes across its private labels, but Wlazlo described the upcoming collection as an effort to deliver fashion-forward, runway-inspired looks specifically designed for plus-size consumers. She emphasized that this bold approach is not only a business strategy but a reflection of the reality that most American women fall into this demographic.
According to Wlazlo, this partnership marks a turning point in the industry’s treatment of size inclusivity. She explained that while many retailers offer some inclusive sizing, JCPenney is aiming to truly center the plus-size customer by giving her fashion that has traditionally been out of reach. Ashley Graham echoed this sentiment in a statement, calling the collaboration a meaningful step toward making accessible fashion genuinely inclusive.
In addition to focusing on inclusivity, JCPenney is committed to maintaining its value promise, even amid potential economic shifts. Wlazlo assured that the company remains focused on offering high-quality fashion at accessible prices, regardless of challenges such as tariffs. She noted that JCPenney’s diversified sourcing strategy and broad supplier base allow it to manage economic pressures effectively while continuing to protect both customer value and product quality.
By teaming up with Ashley Graham and putting curvy consumers at the center of its fashion strategy, JCPenney is not only meeting an underserved market need but also setting a new standard for what inclusivity in fashion truly means.
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