JCPen­ney launch­ing new tween-tar­geted brand ‘Ob­sess'

Apparel Online - - Fashion Resource -

JCPen­ney is launch­ing an ex­clu­sive tween col­lec­tion – Ob­sess. This new line of cloth­ing fea­tures ro­tat­ing cap­sules in­spired by young women, pro­mot­ing the cause of a pos­i­tive body im­age.

The brand will launch its first col­lec­tion in col­lab­o­ra­tion with Olympic gold medal­list Lau­rie Her­nan­dez, who will show­case chic rompers, dresses, jeans, cu­rated specif­i­cally to grace all body types. The col­lec­tion is the first un­der the larger Ob­sess brand, which was highly in­flu­enced by the voice and style of Gen Z. No­tably, Gen Z holds US $ 44 bil­lion in buy­ing power and is poised to be­come the largest con­sumer seg­ment. Ob­sess is avail­able in sizes 7 to 20, in­clud­ing plus range. The line was launched online at JCPen­, on Fe­bru­ary 26 and on March 2 at 500

JCPen­ney stores.

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