JCPenney, Model Ashley Graham Team On New Plus-Size Collection

The apparel selection at JCPenney will soon have added celebrity appeal as the department store teams with supermodel and entrepreneur Ashley Graham to create a namesake collection for full-figured women.

Launching this fall, the new line is designed to fill a need in the marketplace. According to JCPenney, 68% of American women wear size 14 or above, but only less than 20% of apparel is made in those sizes. All of the retailer’s private label brands are offered in extended sizes, and product assortments in this segment are on track to grow from 30% to 50% by the end of 2025. All of the retailer’s private label brands are offered in extended sizes 

“Collaborating with Ashley is a milestone moment for JCPenney,” said Michelle Wlazlo, chief executive officer with 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 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.”

In April, JCPenney unveiled its new brand positioning and motto – “Yes, JCPenney!” – which was designed to allow the retailer to highlight its assortment of fashionable products.

“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 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.”