Well, this is exciting. JCPenny has nabbed Project Runway winner Ashley Nell Tipton and is launching its first-ever plus size fashion brand designed exclusively for full-figured women.
Tipton you may remember, is the first plus-size designer to win Project Runway and whose positive personality and chic eye for style brought back a level of excitement to the show that we hadn’t seen in years.
The new line, Boutique+ will be available in 500 stores and at JCP.com starting May 1. Tipton will design two capsule collections for line and serve as brand ambassador.
Tipton shared, “I am thrilled to be a part of the JCPenney Boutique+ brand launch. I look forward to infusing my signature style that is known for distinct designs in bright hues and bold patterns that appeal to young fashionistas looking for clothes that make them feel as good as they look.”
The chain promises Boutique+ will offer “feminine silhouettes, edgy patterns and bold colors” and will “flatter and fit curvy silhouettes.” Fashion pieces run from $12.99 for a top to 39.99 for a jacket.
Style and fit are two of the biggest issues frustrating plus-size consumers when shopping for apparel, so it looks like JCPenny is looking to alleviate these obstacles by partnering with Tipton and rolling out Boutique+.
Considering 65% of American women fall into the plus-size category, it’s about time retailers starting catering to this important shopping bloc.
I’m looking forward to checking out the new Boutique+ line and hoping that JCP will extend some of Tipton’s designs to fit smaller sized women too. I have been rooting for her since day one, after all;).