JCPenney’s commitment to size inclusivity

JCPenney has long recognised the importance of catering to a diverse customer base, and its renewed focus on size inclusivity marks a significant step forward in the fashion industry. The retailer is actively working to ensure that style is not limited by size, offering a broader range of clothing options that reflect the real bodies of everyday people. This commitment is not just about expanding size ranges—it’s about designing with inclusivity in mind from the very beginning of the creative process.

Through extensive customer feedback and market research, JCPenney has identified a growing demand for fashionable, well-fitting clothing across all sizes. In response, the company has restructured its design and production strategies to prioritise fit, comfort, and style for everyone, regardless of body shape. This includes investing in new sizing technology and collaborating with experts in plus-size fashion to ensure garments are tailored to flatter and support a variety of body types.

JCPenney’s inclusive approach also extends to its in-store and online shopping experiences. The retailer is working to create a more welcoming environment by training staff on body-positive practices and ensuring that mannequins and marketing materials reflect a range of sizes. Online, customers can now filter products by size and see models wearing different sizes to better visualise how items will look on their own bodies.

By embedding inclusivity into every level of its operations, JCPenney is not only meeting the needs of a broader audience but also challenging outdated norms in the fashion industry. This shift is particularly relevant in markets like Australia, where consumers are increasingly demanding representation and authenticity from the brands they support.

Ashley Graham’s role in the collaboration

Ashley Graham brings both star power and deep industry insight to her collaboration with JCPenney, making her an ideal partner in the brand’s mission to redefine size inclusivity. As a globally recognised model and entrepreneur, Graham has long been an outspoken advocate for body positivity and has used her platform to challenge traditional beauty standards. Her involvement in this initiative goes far beyond lending her name—she is actively engaged in the design and development process, ensuring that the collection reflects the needs and desires of real women.

Graham has worked closely with JCPenney’s design team to co-create a line that is not only stylish but also functional and flattering across a wide range of sizes. Drawing from her own experiences in the fashion industry, she has helped shape silhouettes, select fabrics, and refine fits to ensure that each piece offers both comfort and confidence. Her hands-on approach ensures that the garments are not just scaled-up versions of straight-size designs, but thoughtfully constructed to celebrate and support diverse body shapes.

In addition to her design contributions, Graham is also playing a key role in the marketing and messaging of the collaboration. She appears in campaign imagery and promotional materials, modelling the collection herself and sharing her personal journey with body acceptance. Her authenticity resonates with consumers, particularly in Australia, where shoppers are increasingly drawn to brands that champion diversity and inclusivity.

Graham’s influence extends to social media and public appearances, where she continues to advocate for broader representation in fashion. By aligning with JCPenney, she is helping to amplify the brand’s commitment to inclusivity and encouraging other retailers to follow suit. Her involvement not only elevates the collection but also reinforces the message that fashion should be accessible and empowering for everyone, regardless of size.

Expanding fashion accessibility for all body types

JCPenney’s collaboration with Ashley Graham is a pivotal move toward making fashion more accessible and inclusive for people of all body types. The collection is designed to cater to a wide spectrum of sizes, with garments available from size 6 through to 30, ensuring that no one is left out of the fashion conversation. This inclusive sizing is not an afterthought—it is central to the design philosophy, with each piece crafted to provide a flattering fit and stylish look for every body shape.

To further enhance accessibility, the collection is priced affordably, making it easier for Australians to access high-quality, fashionable clothing without the premium price tag often associated with extended sizing. This approach challenges the notion that inclusive fashion must come at a higher cost, and instead promotes the idea that style and self-expression should be available to all, regardless of budget or body size.

Beyond sizing and pricing, the collaboration also focuses on representation. Campaign visuals feature models of varying sizes, ethnicities, and ages, reflecting the diversity of real-world consumers. This visibility is crucial in helping shoppers feel seen and valued, and it sends a powerful message that beauty and style are not confined to a narrow standard. For Australian consumers, who are increasingly vocal about the need for authentic representation in media and retail, this inclusive approach is both refreshing and empowering.

JCPenney is also leveraging digital tools to make the shopping experience more inclusive. Online shoppers can view garments on models with similar body types, helping them make more informed purchasing decisions. This feature is particularly beneficial for customers in regional areas of Australia, where access to physical stores may be limited. By combining thoughtful design with innovative retail solutions, the brand is breaking down barriers that have traditionally excluded plus-size shoppers from mainstream fashion.

Ultimately, the collaboration is about more than just clothing—it’s about creating a culture of acceptance and empowerment. By prioritising inclusivity at every stage, from design to marketing to customer experience, JCPenney and Ashley Graham are setting a new standard for the fashion industry, one that resonates strongly with Australian audiences seeking authenticity, diversity, and style without compromise.

Fashion inclusivity through collaboration

JCPenney is making a bold move in the fashion space by addressing the long-standing gap in size inclusivity, teaming up with global model and entrepreneur Ashley Graham. This collaboration is more than just a celebrity endorsement—it’s a strategic alignment with a powerful voice in body positivity and fashion equity.

Through this partnership, JCPenney is expanding its fashion offerings to better reflect the diversity of real women’s bodies. The brand is introducing a curated collection that spans sizes from 2XS to 3X, with a focus on flattering silhouettes, elevated basics, and trend-forward pieces that don’t compromise on fit or style. It’s a refreshing shift from the token plus-size capsule to a fully integrated, size-inclusive range that speaks to modern Australian women who demand both fashion and function.

Inclusivity isn’t just a buzzword—it’s becoming a baseline expectation in the fashion industry. JCPenney’s approach is rooted in accessibility, ensuring that stylish, high-quality garments are available at price points that don’t alienate the average shopper. This is particularly relevant in the Australian market, where consumers are increasingly vocal about the need for brands to reflect the full spectrum of body types.

“We’re not just adding sizes—we’re designing with every body in mind from the start,” said a JCPenney spokesperson, highlighting the brand’s commitment to inclusive design principles.

The collaboration also includes input from Graham on fabric selection, fit testing, and campaign imagery, ensuring authenticity at every stage. It’s a move that signals a deeper industry shift—one where inclusivity is embedded in the design process, not tacked on as an afterthought.

Ashley Graham’s role in redefining style for all sizes

Ashley Graham’s influence in this collaboration goes far beyond lending her name—she’s actively shaping the aesthetic and ethos of the collection. Known for her unapologetic approach to body confidence and her ability to merge glamour with everyday wearability, Graham brings a unique perspective that resonates with women across all sizes. Her hands-on involvement in the design process ensures that each piece is not only stylish but also engineered to celebrate curves, not conceal them.

From wrap dresses that accentuate the waist to wide-leg trousers that elongate the silhouette, the collection reflects Graham’s signature style—bold, feminine, and effortlessly wearable. She’s worked closely with JCPenney’s design team to ensure that the fit across the size spectrum is consistent and flattering, a detail often overlooked in mass-market fashion. For Australian women who’ve long struggled to find fashion-forward pieces in extended sizes, this collaboration offers a refreshing alternative that doesn’t compromise on trend or tailoring.

“Fashion should empower, not exclude,” Graham has said in interviews, and that philosophy is evident in every garment. The campaign imagery, featuring models of varying shapes and sizes styled in cohesive looks, reinforces the message that style has no size limit. It’s a visual narrative that challenges outdated beauty standards and invites all women to see themselves reflected in mainstream fashion.

• Sizes range from 2XS to 3X, with consistent fit across the board
• Key pieces include structured blazers, body-skimming knits, and versatile separates
• Designed with input from Graham on fabric, cut, and styling

For the Australian fashion market, where size inclusivity is still catching up to global standards, this collaboration sets a new benchmark. It’s not just about offering more sizes—it’s about redefining what stylish looks like for every woman, and Ashley Graham is leading that charge with confidence and credibility.