Don't hide your curves - show them off. That's the message of the Ashley Graham Only at JCPenney plus-size collection launching Thursday at 325 JCPenney stores and on jcp.com. It's a three-year ...

JCPenney is taking aim at fashion's size gap by partnering with model and entrepreneur Ashley Graham to launch a new plus-size clothing line. Why it matters: The collaboration focuses on full-figured ...

The next time you visit JCPenney, you might notice some changes in its options for plus-sized shoppers: The department store announced this week that it is introducing its first in-house plus-size ...

JCPenney is trying to grow its share of the $17.5 billion plus-size apparel market with a new clothing line targeting curvy millennials. The new line, called Boutique+, will be JCPenney's first line ...

PLANO, Texas - (Sept. 1, 2016) - For plus-size women who love fashion forward looks, JCPenney [NYSE: JCP] is debuting its first exclusive capsule collection by fashion designer and Project Runway® ...

As many fashion brands narrow their size ranges to fit a culture obsessed with thinness, one of America’s oldest retailers is betting on curves—and winning. While much of the industry races to ...

JCPenney is upgrading its body positivity game with an amazing new brand campaign for its plus-size clothing line, "Here I Am." The campaign features style blogger and designer Gabi Fresh, writer Jes ...

In the first few seconds of JCPenney's new #HereIAm campaign, Jes Baker, the author of Things No One Will Tell Fat Girls, stares into the camera and asks, "Would my life be better if I were thinner?" ...