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9431053 9436012 9433000

For plus-size women who love fashion forward looks, JCPenney is debuting its first exclusive capsule collection by fashion designer and Project Runway®winner, Ashley Nell Tipton, starting Sept. 9. An extension of Boutique+, the retailers’s first private brand designed for full-figured women, Ashley Nell Tipton for Boutique+ challenges the rules of full-figured fashion by offering sophisticated silhouettes and trendy touches that appeal to millennial shoppers. JCPenney is the first and only national retailer to feature Tipton’s designs.

“Since plus-size clothing is one of the fastest growing segments in retailing today, it is important to offer the right combination of style and value that women are seeking. Partnering with Ashley to create this special fall collection adds another level of design credibility to our Boutique+ brand because she is a designer, as well as a personal advocate for body positivity,” said John Tighe, chief merchant for JCPenney. “We have highlighted special sizes as a key growth channel and introducing Ashley Nell Tipton for Boutique+ further reinforces our commitment to becoming a destination for this underserved market.”

For fall, Ashley Nell Tipton for Boutique+ features curve-enhancing looks inspired by 1950s fashion. The collection includes slash knee jeggings; quilted pencil and box pleat skirts; cropped cape-sleeve blouses; boyfriend tees; and bomber and moto-chiffon jackets represented in a rich color palette of rose tan, indigo, olive and black cherry. Design elements such as lipstick prints, bold horizontal stripes and sequins give the collection a modern twist. Sale prices range from $15.99 to $35.99 for graphic tees and pleated skirts, while moto and bomber jackets are $49.99 to $74.99. Ashley Nell Tipton for Boutique+ is available in 500 stores and at jcp.com, where women will find sizes up to 30W and 5X. A holiday capsule lands in stores on Oct. 28 and will continue the ‘50s aesthetic with elevated faux fur pieces and shimmery festive embellishments.

“JCPenney has given me the opportunity to realize my dream of designing fashion for curvy women everywhere who want clothes that make them feel young and sexy,” said Ashley Nell Tipton. “Drawing inspiration from 1950s bombshells, I chose high waist pencil skirts and paired them with crop top blouses because I wanted to show how every body can rock this combination. Ultimately, the collection is about turning up the volume on your style as well as your confidence. I want women to wear these pieces and feel great about how they look.”

In addition to designing, Tipton also serves as the brand ambassador for Boutique+ providing her expertise on style. To celebrate the launch of the brand, JCPenney released the “#Here I Am” video featuring Tipton and plus-size influencers Jes Baker, Gabi Fresh, Mary Lambert and Valerie Sagun who share their stories of empowerment and body positivity.

On Aug. 25 the Company debuted a three-part YouTube docu-series chronicling Tipton’s experience designing the capsule collection for JCPenney. The online series culminates on Sept. 6 with a live stream fashion show at Greeley Square in New York City and spotlights Ashley Nell Tipton for Boutique+, as well as other contemporary fashion for plus-size women available only at JCPenney. BLive, a company specializing in end-to-end immersive live stream experiences, will host the digital broadcast.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.