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J.C. Penney Unveils Obsess Tween Apparel Collection

J.C. Penney is making moves to draw in the digitally connected tween consumer with a new fashion-forward apparel line.

On Wednesday, the retailer announced the launch of Obsess—a tween brand featuring rotating capsule collections inspired by young women who are role models for the demographic, and are living healthy lifestyles and demonstrating that size and shape don’t matter when it comes to fashion. Penney’s tapped Olympic gold medalist Laurie Hernandez to help develop the brand’s first collection, which features trendy tops, dresses, jeans and rompers designed for all body shapes.

Obsess, which is available for girls sizes 7 to 20, will debut at on Monday and launch at 500 Penney’s locations starting Mar. 2. Items from the line retail from $21.99 to $34.99.

“Obsess is a very unique brand that allows J.C. Penney to reach a generation of girls who move rapidly from one fashion trend to another, as they discover new style inspiration through daily social media feeds. By working with inspiring young women like Laurie Hernandez for unique capsule collections under the Obsess brand, J.C. Penney is able to offer tween girls the fresh, new styles they crave,” said James Starke, senior vice president of merchandising at Penney’s. “Gen Z holds $44 billion in buying power and is on track to becoming the largest consumer segment over the next few years, representing significant sales growth potential.”

[Read more about young consumers: How Retailers Should be Tapping Into Gen Z’s Buying Power]

The brand’s introductory capsule collection reflects Hernandez’ personal style, and the athlete helped create the line, approving each piece for the capsule. Tweens will find casual and feminine looks in the line, including bright floral prints, cold shoulder peplum tops, embroidered jeans and a teal bomber jacket with pink flowers—one of Hernandez’s favorite items.

“My body changes so much between training, travel and downtime. Comfort is so important. I wanted to create casual, cool clothes for girls of all shapes,” Hernandez said. “I am so excited to launch my Obsess capsule at J.C. Penney and help girls feel confident and comfortable.”

Obsess will be located in Penney’s girls’ department, where tweens can shop from an assortment of other popular brands, including The Original Arizona Jean Co., by&by, Levi’s and Nike. By providing rotating concepts, tween consumers can find Obsess styles tailored to specific times of the year, including the back-to-school season. Penney’s will announce its next Obsess celebrity collaboration later this year.