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Meet J.C. Penney’s New Plus-Size Fashion Brand

J.C. Penney is the latest mass-market retailer to embrace its customers’ curves.

Beginning May 1, the Plano, Texas-based company will debut Boutique+, a private label designed exclusively for full-figured women, in 500 stores and online.

Instead of simply extending the size ranges of existing collections, a dedicated team of J.C. Penney design, trend and product specialists created the new line, in order to ensure the colors, prints and fabrics picked would flatter and fit curvy silhouettes.

“There are millions of incredibly stylish, full-figured women who are seeking comfortable, well-fit clothes that offer style and versatility,” Siiri Dougherty, senior vice president of women’s apparel, said in a press release Tuesday. “J.C. Penney is committed to winning her loyalty by designing an entirely new modern brand made just for her and creating a dedicated shopping environment that respects her time and budget with a greater selection of affordable plus-size fashion that takes into account diverse body types.”

For spring, Boutique+ will present an array of ’70s-inspired tops and dresses in floral and paisley prints and vintage-look denim. Retailing from $12.99 to $39.99, trend-driven pieces will include fringe tanks, tiered blouses and pleated skirts.

Project Runway Season 14 winner Ashley Nell Tipton, the first designer to present a plus-size collection during the TV show’s finale, will serve as a Boutique+ brand ambassador starting this spring and offer her expertise on full-figured style for Millennial-aged women. She will also introduce two capsule collections for fall and holiday.

“I am thrilled to be a part of the J.C. Penney Boutique+ brand launch and have an opportunity to design a contemporary line that appeals to the wants and needs of plus-size women,” Tipton said. “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.”

In addition to launching its own plus-size line, J.C. Penney will also debut an in-store concept called “The Boutique” in nearly 200 of locations nationwide. These shop-in-shops will feature a curated assortment of clothes in sizes 30W to 5X from such brands as Liz Claiborne, Worthington, Alyx and Bisou Bisou, as well as handbags, fashion jewelry and accessories.