Ashley Graham’s New JCPenney Line Puts Curves In The Spotlight: 'It’s About Time'

Ashley Graham is taking center stage, literally. The supermodel and body-positive powerhouse has unveiled her first namesake collection for JCPenney, unapologetically designed for curvy women, and The Blast was on the scene for the exclusive preview party Tuesday night. Graham's debut collection for JCPenney isn't about adapting existing designs to fit curvy bodies, but it's about starting with curves as the blueprint. The result is a lineup of bold, statement-making pieces that feel fresh, fierce, and built to turn heads.

From faux fur trench coats and necklines that break necks to sleek satin slips and tweed sets that demand attention, every piece was engineered with thoughtful construction. Darting, silhouette-enhancing seams, and fabrics that flatter instead of conceal. "It's about time we got our main character moment," Graham said during the cinematic campaign reveal.

On stage at the launch event, Graham admitted she felt something rare. Nerves. "First of all, it takes a lot for me to get nervous, and I have to say, just seeing so many ladies in my community in this room in my designs… even if you're not in my designs, just the fact that you showed up, it means the world," she said, visibly emotional. "Some of you I've only interacted with on social media, and the fact that you're here tonight is amazing. Thank you so much."

Ashley Graham credited JCPenney with giving her total creative freedom. "They said, okay, no rules, no boundaries. What is it that you want to do? And I really got to do that. I think this first collection really shows that," she said. "But what's exciting is how the collections will just keep rolling out every season, getting better and better."

For Graham, the partnership felt deeply personal. She called it a full-circle moment, remembering her early days as a JCPenney catalog model. "I used to be in the basement, walking through those corridors, and when I went back to Plano, Texas, it still smelled the same. It felt like going home."

The debut came with a tongue-in-cheek campaign called "Omitted," a "movie trailer" highlighting how plus-size women have historically been left out of leading roles.

"In a world where 67% of women wear sizes 14–34… only 6.7% of film characters reflect them," the trailer's narrator announced. Graham then flipped the script: "Launching October 2, JCPenney is leading the plot twist; finally giving curvy women the screen time and main character energy they deserve."

The message? Women with curves are no longer waiting for permission to take up space.

"This isn't just a collection. It's a movement," Michelle Wlazlo, CEO of JCPenney, said at the event. "Our partnership with Ashley is rooted in the belief that plus-size women deserve to be at the heart of the story, not the sidelines."

Marisa Thalberg, EVP and Chief Customer & Marketing Officer of Catalyst Brands, added, "Ashley has entered a new era of her career at the peak of her influence, and the timing couldn't be more perfect. With this cinematic debut, we're shining a well-deserved spotlight on curvy women and giving them the fashion they deserve from Yes, JCPenney."

JCPenney has long positioned itself as a leader in inclusive fashion, not as a passing trend, but as a promise. All of the retailer's private-label brands are offered in extended sizing, and by the end of 2025, plus-size assortments will expand from 30% to 50% in-store, and the Ashley Graham partnership cements that commitment even further. Backed by a three-year agreement, the collaboration represents more than just a seasonal drop. It's a movement to revolutionize the plus-size fashion experience from design concept to the moment it hits the racks.

The Ashley Graham for JCPenney collection is available nationwide starting October 2, in sizes 0X–5X / 14W–30W, both in-store and online at jcpenney.com. As Graham herself put it, "This isn't just one collection, and it's done. This is for years to come."

For women who've long been left out of the fashion conversation, Ashley Graham's partnership with JCPenney is more than just clothing. It's a revolution. And this time, the curves are the main character.