JC Penney has partnered with Prabal Gurung on a women’s wear line.

It includes a 25-piece, size-inclusive collection of dresses and jumpsuits and is a celebration of diversity, inclusion and optimism. Apparel sizes range from XS to 3X and 2 to 24W.

While this appears to be a bold move to bring in a new customer base with the aid of a luxury designer, American department store JC Penney has made recent efforts to expand its apparel and accessory offerings. JCPenney has strengthened its omnichannel experience by meeting customers where they are with the brands they love and all the ways they want to shop.

In the past year alone, JCPenney has strategically introduced and relaunched 16 private and exclusive national brands―six of which are entirely new private brands―across all divisions. These cumulative efforts are helping to win back customers and gain market share.

JCPenney celebrated its 120th year of business in 2022 with the operation of 670 stores in the US. It plans to continue building on the momentum.

Gurung is an award-winning designer based in the US. He has championed inclusivity in the fashion world by featuring models of diverse backgrounds and partnering with a plus-size retailer. Gurung has highlighted Nepal in his collections, including incorporating the embroidery of Nepalese artisans, and his success is a source of pride in his home country.