The plus-size market in the US is huge. The average American woman is a size 14 and 65% of US women are considered plus size. JCPenney is trying to tap into that market with the new line.

JCPenney is partnering with model and entrepreneur Ashley Graham on a namesake, plus-size collection launching this fall, according to a press release last week.

Ashley Graham, plus-size supermodel, entrepreneur, and currently starring as the murderess Roxie Hart in "Chicago" on Broadway, has a new gig - a three-year partnership with JCPenney on a plus ...

JCPenney is taking aim at fashion's size gap by partnering with model and entrepreneur Ashley Graham to launch a new plus-size clothing line. Why it matters: The collaboration focuses on full ...

JCPenney has partnered with plus-size supermodel and entrepreneur Ashley Graham to create a namesake collection for full-figured women that is scheduled to launch this fall. The retailer has ...

To launch its new plus-size clothing line designed by Project Runway winner Ashley Nell Tipton, JCPenney rolled out a new ad campaign focused on body positivity. The video for #HereIAm includes ...

JCPenney is upgrading its body positivity game with an amazing new brand campaign for its plus-size clothing line, "Here I Am." The campaign features style blogger and designer Gabi Fresh, writer ...

JCPenney has just made our week by publishing a totally awesome, beautiful and inspiring ad campaign for their new plus-size range. The video utilises the power of the body image movement and ...

JCPenney's latest ad campaign for their plus-size clothing line, "Here I Am," features this gorgeous, captivating commercial starring a bunch of hotties looking amazing and selling me all the things.

JCPenney's new body positive "Here I Am" video, however, does the exact opposite by promoting a sense of fat empowerment that feels authentic, and that doesn't entirely focus on plus size style.