Ashley Graham Unveils Exclusive Size-Inclusive Collection with JCPenney

Supermodel and entrepreneur Ashley Graham has partnered with JCPenney to launch a new, exclusive clothing collection designed specifically for curvy women. The line, which debuted on October 2, features sizes from 0X to 5X (14W-30W) and was developed with a set of non-negotiable principles centered on authentic fit and style.

Graham emphasized that authenticity was paramount, stating that the plus-size community would “know” if the collection wasn’t genuinely created for them. To ensure this, JCPenney assembled a new design team to conceptualize the line with Graham from the ground up. “That was the only way I was willing to do it,” Graham said, “because I can’t put my name on something I don’t want to wear.”

A central focus of the collection is its precise fit. Unlike many brands that simply scale up standard sizes, this line was developed by fitting garments on plus-size models throughout the design process. Graham noted that the pieces were created to fit curvy bodies perfectly without needing alterations. “There is not one thing in this collection that I’ve tailored,” she stated. “It fits to a T.”

Priced from $40, the Ashley Graham for JCPenney collection is available in its full size range in-store, a move that counters the common practice of relegating plus-sizes to online-only. The line aims to provide luxurious, on-trend pieces often difficult to find in larger sizes, including baggy jeans, leather pants, bodycon dresses, and a tweed set. “My favorite part was conceptualizing pieces I was going to recreate that I hadn’t seen in my community,” Graham explained.

The partnership extends beyond clothing with a powerful marketing campaign titled Omitted. The campaign features a mock movie trailer starring Graham as an action hero, highlighting the stark disparity in media representation. It notes that while the majority of American women are size 14 or above, they are vastly underrepresented in lead film roles. “We feel the void,” Graham said of the plus-size community. “Here you see an action trailer of a curvy woman, and she’s badass… That hits home.”

This collaboration marks a full-circle moment for Graham, who has previously modeled for JCPenney. The multiyear partnership promises future collections, signaling a long-term commitment to serving the plus-size market. Reflecting on her nearly three-decade career, which began at age 12, Graham shared her formula for success: “Kill people with kindness and work your ass off. That is a lethal combination in this industry.”

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