JCPenney Woos Plus-Size Millennial Shoppers

As high-fashion houses get dinged for employing models that might or might not be construed as too thin, less-highfalutin retailers are going after the plus-sized market that’s often had to search for clothes outside the normal halls of fashion power.

One such retailer is JCPenney, and it announced a partnership with Project Runway winner Ashley Nell Tipton to release products from a new fashion brand designed with plus-sized women in mind. The apparel line, Boutique+, will also cater to millennials seeking an inclusive fashion brand as well as one that Siiri Dougherty, senior vice president of women’s apparel at JCPenney, believes won’t sacrifice on comfort.

“There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit clothes that offer style and versatility,” Dougherty said in a statement. “JCPenney is committed to winning her loyalty by designing an entirely new modern brand made just for her and creating a dedicated shopping environment that respects her time and budget with a greater selection of affordable plus-size fashion that takes into account diverse body types.”

Tipton explained that her line will feature “distinct designs in bright hues and bold patterns” made exclusively for fashion-forward millennials who feel as if they’ve been shut out of the existing fashion power structure on account of their body sizes. Affordability also shouldn’t be much of an issue, as JCPenney explained that prices for the spring collection of Tipton’s Boutique+ will run between $12.99 for tops and $39.99 for jackets.

In addition to the new clothing line, JCPenney also announced the opening of The Boutique, a store-within-a-store for full-figured shoppers to browse an assortment of apparel brands and accessories curated especially for plus-sized women. Also available online, the products will range from sizes 30w to 5x and run the gamut from casual apparel to sportswear.