Ashley Graham x JCPenney Is the Plus-Size Fashion Revolution We’ve Been Waiting For

Last night, The StyleLujo.com team and I had the privilege of attending one of the most culturally significant fashion events of the season: the unveiling of the Ashley Graham for JCPenney collection. Held in New York City, the exclusive event was more than a launch—it was a celebration of visibility, empowerment, and long-overdue representation in fashion. Ashley Graham, supermodel and body positivity icon, took center stage not just as the face of the campaign but as its Creative Director, introducing a collection designed exclusively for curvy women.

The energy in the room was electric. Stylists, editors, influencers, and industry insiders gathered to witness a moment that felt both historic and personal. Ashley debuted the trailer for Omitted, a fictional film that will never be made—because, as she powerfully stated, “67% of American women wear sizes 14–34, and yet they’re still sidelined in fashion and Hollywood.” The trailer served as a metaphor for the stories that never get told and the women who rarely get to see themselves as the main character.

During my tenure as Fashion Director at Forbes Media, I had the distinct pleasure of working with Ashley Graham during the early stages of her meteoric rise. Styling her for the Forbes 30 Under 30 feature was not only a professional highlight for me and my team, but also a deeply rewarding experience. Ashley brought an undeniable energy and authenticity to the shoot—her confidence, charisma, and commitment to redefining beauty standards were palpable even then. It was clear we were witnessing the launch of a cultural icon. Collaborating with her at that pivotal moment was both inspiring and unforgettable.

A Brand with Purpose: JCPenney’s Strategic Move

JCPenney’s decision to partner with Ashley Graham is not just a marketing play—it’s a strategic move that aligns with shifting consumer values. In an era where inclusivity is no longer optional, brands must evolve or risk irrelevance. By launching a multi-drop collaboration that prioritizes curve-first design, full-range sizing, and affordable access, JCPenney is positioning itself as a leader in the inclusive fashion space.

Every piece in the collection is available in sizes 0X–5X / 14W–30W, both online and in-store—a direct challenge to the industry norm of relegating plus-size fashion to digital-only platforms. This accessibility is critical. According to Statista, the U.S. women’s inclusive sizing apparel market has grown steadily, with plus-size clothing accounting for a significant portion of consumer demand (Statista, 2025). Yet, less than 20% of apparel is made in these sizes, leaving a massive gap between supply and demand.

Market Value and Consumer Segmentation

The plus-size fashion market is not niche—it’s mainstream. Statista reports that the global plus-size clothing market was valued at approximately $200 billion in 2023, with projections to surpass $300 billion by 2033 (Statista, 2025). This growth is driven by a combination of factors: rising body positivity movements, increased representation in media, and a younger generation of consumers who demand inclusivity.

“Ashley Graham’s brand represents a seismic shift in the fashion industry—one that aligns perfectly with the growing demand for inclusive sizing and curve-first design. With 67% of American women wearing sizes 14–34, the market potential is not only significant but underserved. Her collaboration with JCPenney is a strategic move that taps into a consumer segment hungry for representation, style, and accessibility. As the global plus-size apparel market is projected to surpass $300 billion by 2033 (Statista, 2025), Ashley’s brand is poised to capture meaningful market share while reshaping cultural norms around beauty and fashion.“—Joseph DeAcetis, Editor at StyleLujo.com and Professor at the Fashion Institute of Technology

From a segmentation standpoint, the Ashley Graham for JCPenney collection targets a highly engaged and underserved demographic. These are consumers who are not only looking for stylish clothing but also for brands that reflect their values. The collection’s messaging—centered around empowerment, visibility, and self-expression—resonates deeply with Gen Z and millennial women who prioritize authenticity and social impact in their purchasing decisions.

Curve-First Design: A New Standard

One of the most impressive aspects of the collection is its design philosophy. Rather than scaling up straight-size patterns, the pieces are engineered from the ground up for curves. This approach results in garments that fit beautifully, flatter naturally, and move with confidence. Features like darting, silhouette-enhancing construction, and strategic fabric choices eliminate bulk and celebrate shape.

At the event, I had the opportunity to preview the lookbook and examine the garments up close. The textures were rich, the tailoring precise, and the aesthetic unapologetically fashion-forward. These are not basics—they’re statement pieces designed to make curvy women feel seen, stylish, and powerful.

The Event: A Celebration of Inclusion

Held in a sleek downtown venue, the launch event was a masterclass in experiential marketing. Guests were greeted with curated cocktails, immersive installations, and a runway-style presentation of the collection. Ashley Graham mingled with attendees, sharing her vision and passion for the project. The atmosphere was celebratory, but also deeply emotional—many guests expressed how meaningful it was to see a collection that prioritized their bodies and their stories.

Social media buzzed with live coverage, and the hashtag #AshleyGrahamForJCPenney began trending within hours. Influencers posted selfies in sample pieces, stylists shared behind-the-scenes moments, and editors praised the collection’s fit and finish. It was clear: this wasn’t just a launch—it was a movement.

Why This Matters: Cultural Impact and Industry Shift

The fashion industry has long been criticized for its lack of size diversity. While progress has been made, true inclusivity requires more than token representation—it demands structural change. The Ashley Graham for JCPenney collection is a blueprint for how brands can do better. It proves that plus-size fashion can be trendsetting, aspirational, and commercially successful.

Moreover, it challenges the narrative that curvy women are an afterthought. By placing them at the center of the design process, the collection redefines what it means to be fashionable. It’s not about hiding or minimizing—it’s about celebrating and elevating.

The Business Case for Inclusivity

From a business perspective, inclusive fashion is not just ethical—it’s profitable. According to Statista, over 67% of American women fall into the plus-size category, yet the majority of fashion marketing and production still caters to smaller sizes (Statista, 2025). This disconnect represents both a missed opportunity and a call to action.

JCPenney’s collaboration with Ashley Graham is a smart investment in a growing market. It allows the brand to differentiate itself, build loyalty, and tap into a consumer base that has long been underserved. The collection’s accessible price point also ensures that style is not reserved for the elite—it’s democratized.

Looking Ahead: What’s Next for the Collection

Ashley Graham confirmed that this is just the beginning. The collaboration will roll out in multiple drops, each designed to reflect seasonal trends and evolving consumer feedback. Future releases will continue to prioritize curve-first design, with expanded offerings in outerwear, occasion wear, and accessories.

JCPenney plans to support the collection with robust marketing campaigns, in-store activations, and influencer partnerships. The goal is not just to sell clothes—but to shift culture. And based on the response from last night’s event, they’re well on their way.

As a fashion journalist and professor, I’ve covered countless launches—but few have felt as impactful as this one. The Ashley Graham for JCPenney collection is a testament to what happens when brands listen, innovate, and lead with purpose. It’s a reminder that fashion is not just about fabric—it’s about identity, visibility, and empowerment.

For the 67% of American women who’ve been sidelined by the industry, this collection is a long-overdue spotlight. And for the rest of us, it’s a call to reimagine what fashion can be.

References:

Statista. (2025). U.S. women’s inclusive sizing apparel market – statistics & facts. https://www.statista.com/topics/4834/women-s-plus-size-apparel-market-in-the-us/

Statista. (2025). Global plus size clothing market forecast 2023-2033. https://www.statista.com/statistics/1400257/global-plus-size-clothing-market-forecast/