JCPenney Has Announced a New Collaboration With Ashley Graham, Appealing to a New Generation of Shoppers

JCPenney is trying to appeal to a whole new generation of shoppers with its latest collaboration. Ashley Graham, a longtime model and a pioneer in the body positivity movement, is now partnering with the company. Let’s look at what we know about this latest collaboration.

JCPenney Is Appealing to Plus-Sized Women

JCPenney has enlisted multihyphenated supermodel and businesswoman Ashley Graham to design a unique eponymous collection for the full-figured woman. According to a press release shared with RetailWire, the brand will debut in the fall of 2025 and showcase Graham’s distinctively bold and self-assured aesthetic.

The retailer has continuously shown that it is dedicated to creating plus-size clothing that is both fashionable and practical, with a strong focus on fit. The company’s commitment to inclusion is demonstrated by all of its private label brands being available in expanded sizes. This latest addition to JCPenney’s collection was carefully designed to celebrate and accentuate curvier women in response to the growing demand for stylish plus-size solutions.

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“This is something I’ve dreamed about for a long time,” said Ashley Graham in a statement. “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.” 

“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 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,” added JCPenney CEO Michelle Wlazlo. 

Will This Stop the Store Closures?

While the brand is currently experiencing a revival, it’s also facing a number of closures as the retail landscape continues to shift.

The vast majority of the stores impacted by the closures are located in malls. These locations include the Pine Ridge Mall in Pocatello, Idaho; the West Ridge Mall in Topeka, Kansas; the Fox Run Mall in Newington, New Hampshire; the Asheville Mall in Asheville, North Carolina; and the Westfield Annapolis Mall in Annapolis, Maryland.

The remaining stores are closing in town centers or shopping districts: the Shops at Tanforan in San Bruno, California; the Shops at Northfield in Denver, Colorado; and the Charleston Town Center in Charleston, West Virginia.

A company representative discussed the choices with KTTV-TV. They underlined that “the decision to close a store is never an easy one” and stated that “expiring lease agreements, market changes or other factors” were among the reasons for closures.

According to the outlet, the spokesperson continued, “We are grateful to our dedicated associates and the loyal customers who have shopped at these locations.”

The company first announced that it would close several locations at the beginning of the year, but this was the first time the business had addressed the matter.

The company is still hopeful that the SPARC merger will happen. According to Marc Rosen, the former CEO of the clothes retailer and current CEO of Catalyst Brands, the merger will enable the companies to “leverage our resources and best-in-class industry talent to grow our brands even further,” despite the company’s poor financial performance in recent months.

The “SPARC merger” refers to the brand’s recent amalgamation with Aéropostale’s parent company, which created a new company named “Catalyst Brands.”