• by Sarah Mahoney  @mahoney_sarah, April 29, 2025

The retailer says the new collection will build on its recently launched “Yes, JC Penney” positioning. While JC Penney has long offered inclusive sizing, even in private labels, it believes the partnership with Graham will elevate its fashion credibility.

“This is something I’ve dreamed about for a long time,” Graham said in the announcement. “JC Penney was a true champion for me right from the very beginning, giving me one of my very first opportunities as a model. 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.”

Size inclusivity remains a persistent challenge in the apparel industry. Although 68% of American women wear a size 14 or above, JC Penney notes, less than 20% of apparel is made in those sizes. Many brands have stumbled in their attempts to close that gap. Most notably, Old Navy’s effort to expand sizing contributed to excess inventory issues and the 2022 ouster of its CEO.

“This partnership goes beyond just launching a product,” said Michelle Wlazlo, JC Penney’s CEO, in the statement. “It’s a strategic move to redefine the Plus category with fashion-forward, runway-inspired looks that truly embody Ashley’s style and spirit.”

The retailer says consumers are already responding to its broader brand refresh. It reports a quick sellout of the blue Adidas sneakers featured in its “Anonymous” campaign and says contemporary fashion sales are on track to double compared to the same period last year. After a mention on “Jimmy Kimmel Live!,” more than 1 million people clicked on the “Really Big Deals” banner on JC Penney’s website.

Graham, a longtime advocate for size inclusivity, became the first size-14 model to land the cover of Sports Illustrated Swim in 2016. She’s collaborated with brands including Barbie and Revlon and is currently featured in a Mother’s Day campaign for Victoria’s Secret.

The move is the latest in JC Penney’s reinvention efforts following its 2020 bankruptcy. In January, it merged with SPARC Group -- the owner of Aéropostale, Brooks Brothers, Eddie Bauer, Lucky Brand, and Nautica -- to form Catalyst Brands, a new holding company. Catalyst is owned by investors including Simon Property Group, Brookfield Corp., Authentic Brands Group, and Shein.