JCPenney lines up Prabal Gurung for collaboration
As part of its welcome-all strategy, JCPenney recruited Prabal Gurung for a collaboration.
The New York-based designer emphasizes the importance of inclusivity, and the retailer relies on that reputation to resonate with buyers nationwide. Offered in 25 sizes and retailing for less than $100, the iMPower by Prabal Gurung collection is intended to appeal to a wide range of buyers, including new ones. It will debut online and in 300 of the retailer's approximately 590 stores on March 2 at midnight CST. The limited run of brightly colored dresses and jumpsuits are meant to convey shoppers a sense of going for it while you can.
Related GalleriesIn an interview on Tuesday, Michelle Wlazlo, Executive Vice President and Chief Merchandising Officer of JCPenney, explained how Gurung values shared with the trader. The company decided to work with him because of his "sought-after designs and his mission to embrace an inclusive world, celebrating the beauty of all women," she said.
Gurung's commitment to inclusion has long been rooted in his work, not type checkbox of course, says Wlazlo. To emphasize inclusivity, Norman Jean Roy photographed six enterprising women for the images in the collection - model and actress Shalom Harlow, volleyball player Natalia Bryant, singer and songwriter Varsha Thapa, Thirteen Lune founder Nyakio Grieco, founder of Prados Beauty Cece Meadows and the namesake founder of Sara Happ. Along with featuring powerful women, the images also feature different body types and ethnicities. During filming, the talents each responded to designs from the collection that would enhance their own wardrobes, according to Wlazlo.
Each model has selected a charity or cause to which JCPenney is donating $10,000 in honor of Women's History Month. A donation of this amount also goes to Gurung's favorite charity, the Shikshya Foundation Nepal, an education-focused organization that the creator helped establish in 2011. Gurung was unavailable for an interview.< /p> The campaign also touts three beauty brand founders available through JCPenney, including its anchor, Thirteen Lune. Rolling out new beauty departments with a mix of mass, prestige and emerging founder-led brands is one of the goals Rosen, CEO of JCPenney, has prioritized. The company has launched more than 100 beauty brands, including more than 70 women or BIPOC [Black, Indigenous and People of Color]-led brands.
Prabal Gurung is headlining a capsule collection with JCPenney. Photo by Norman Jean Roy/C...
As part of its welcome-all strategy, JCPenney recruited Prabal Gurung for a collaboration.
The New York-based designer emphasizes the importance of inclusivity, and the retailer relies on that reputation to resonate with buyers nationwide. Offered in 25 sizes and retailing for less than $100, the iMPower by Prabal Gurung collection is intended to appeal to a wide range of buyers, including new ones. It will debut online and in 300 of the retailer's approximately 590 stores on March 2 at midnight CST. The limited run of brightly colored dresses and jumpsuits are meant to convey shoppers a sense of going for it while you can.
Related GalleriesIn an interview on Tuesday, Michelle Wlazlo, Executive Vice President and Chief Merchandising Officer of JCPenney, explained how Gurung values shared with the trader. The company decided to work with him because of his "sought-after designs and his mission to embrace an inclusive world, celebrating the beauty of all women," she said.
Gurung's commitment to inclusion has long been rooted in his work, not type checkbox of course, says Wlazlo. To emphasize inclusivity, Norman Jean Roy photographed six enterprising women for the images in the collection - model and actress Shalom Harlow, volleyball player Natalia Bryant, singer and songwriter Varsha Thapa, Thirteen Lune founder Nyakio Grieco, founder of Prados Beauty Cece Meadows and the namesake founder of Sara Happ. Along with featuring powerful women, the images also feature different body types and ethnicities. During filming, the talents each responded to designs from the collection that would enhance their own wardrobes, according to Wlazlo.
Each model has selected a charity or cause to which JCPenney is donating $10,000 in honor of Women's History Month. A donation of this amount also goes to Gurung's favorite charity, the Shikshya Foundation Nepal, an education-focused organization that the creator helped establish in 2011. Gurung was unavailable for an interview.< /p> The campaign also touts three beauty brand founders available through JCPenney, including its anchor, Thirteen Lune. Rolling out new beauty departments with a mix of mass, prestige and emerging founder-led brands is one of the goals Rosen, CEO of JCPenney, has prioritized. The company has launched more than 100 beauty brands, including more than 70 women or BIPOC [Black, Indigenous and People of Color]-led brands.
Prabal Gurung is headlining a capsule collection with JCPenney. Photo by Norman Jean Roy/C...
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