JCPenney, furthering its half-century-long approach to promoting inclusive sizing, has partnered with Latina pop star Ally Brooke on a limited-time collection.
Bold Elements x Ally Brooke, launching Thursday on jcp.com and in 136 Penney’s stores, offers 29 on-trend, body-positive pieces — from monochromatic sets to flirty prints and rich textures — in petites as well as standard and plus-sizes. Prices start at $30. There are also some revealing looks with bare midriffs and cutouts, styles seldom associated with Penney’s.
“At 5 [feet tall], I know firsthand how being petite has its challenges, especially in the entertainment industry and in positions of power,” said Brooke, a Daytime Emmy-winning actress and singer who got her start as a member of the Fifth Harmony girl group before launching a solo career. “I have often been overlooked, whether because of my stature or my identity as a Latina woman. I’m proud to partner with JCPenney to launch this collection because I want every woman to feel empowered and confident with fashion that fits — no matter her size or identity.”
From Bold Expressions x Ally Brooke: denim blazer with shorts; denim rhinestone bandeau top with Bermuda shorts.
“Ally likes bold, sexy, colorful and expressive styles,” said Michelle Wlazlo, brand chief executive officer of JCPenney. “She’s very confident in her style and that’s actually why we linked her with Bold Elements, which is one of our private brands.”
Wlazlo also said that many of Penney’s Hispanic customers gravitate toward Bold Elements, “so partnering with Ally given her Mexican American heritage was really special for us, as we know these shoppers also represent a large portion or our petite customers.” Penney’s debuted its Bold Elements private brand in 2015. It offers inclusive sizing and what Penney’s executives describe as “bold, colorful, expressive” styles.
“What’s also really important about Ally is she doesn’t believe you can’t wear certain things because you’re petite, and that’s how the collection was designed,” Wlazlo added. “Often people say they can’t wear Bermudas or long coats because they’re petite. But that’s just not true. Whatever is in fashion Ally wears, regardless of her petite frame.”
“Petites represent nearly 10 percent of Penney’s women’s revenues,” she said. Petite women are generally considered 5 feet, 4 inches tall or shorter.
Although Bold Elements x Ally Brooke is also offered in regular and plus sizes, “We really did lead with it being designed with petite women in mind,” Wlazlo said. “We flipped the script and we designed the line for petites and then for the other sizes, versus often times we design for regular sizes, and then make it for petites. It’s all about proportion. It might just be the inseams, or it could be the sleeve length. It really depends.”
A petite woman could wear a petite-size pant, and choose to wear a regular size in a shirt, Wlazlo said. “We think with the Ally Brooke collection, customers will do the same thing. Some will wear petites head-to toe; some will mix with other sizes.”
Wlazlo said her two favorite pieces in the collection are the red pleather trench coat and the chocolate-brown sequined trench coat. There are also camisoles, pants, blazers and shorts. Wlazlo said the line is “transitional” so, depending on the fabric weight and style, it is suitable for customers in different regions and climates.
While Bold Expressions x Ally Brooke is being offered for a “limited” time, it could be extended depending on how much it resonates with shoppers. “We’re going to watch it and see,” Wlazlo said.
“For fifty years, we’ve carried petites. We’ve carried plus [sizes] for about the same time,” Wlazlo said. “The majority of women in America and five-four or under. I am not petite, but a big portion of my family is and I can tell you it’s hard for them to find choices.” Petites, she said, “is a hard business to be in. Petite women have different needs,” in terms of fits. “It might be the inseams or the sleeve length. It really depends. But we have a large selection. In fact, all of our major private brands come in petites,” Wlazlo said, citing the Liz Claiborne, St. John’s Bay, Worthington, ANA, Arizona and Xersion. Alfred Dunner, a market brand sold at Penney’s, also offers petites.
Penney’s next month will issue a “power list” of eight petite women who are influential in business, including the fashion business. Honorees will be rewarded grants for nonprofits of their choosing, and mentorship opportunities from Brooke or Catalyst Brands’ chief customer and marketing officer Marisa Thalberg, who happens to be petite.
Catalyst Brands is the new company formed by Simon Property Group, Brookfield Corp., Authentic Brands Group and Shein, consisting of SPARC’s Lucky Brand, Aéropostale, Nautica, Eddie Bauer and Brooks Brothers brands, as well as JCPenney and Forever 21. SPARC, which stands for Simon Properties Authentic Retail Co. is exploring “strategic alternatives” for Forever 21.
An event honoring those on the power list will be held Feb. 5 in New York. “Inclusivity has always been a top priority for JCPenney, and we’re excited to deliver on that promise with this new collection, specifically tailored to petite women — who are often left out of fashion spaces and conversations,” Thalberg said.
Ally Brooke in her a faux leather coat from the Bold Expressions x Ally Brooke collection at JCPenney.
