Ashley Graham, the supermodel and advocate for body positivity, is rewriting the rules—both on the runway and in real life. Fifteen years after her first appearance for JCPenney, Graham steps back into the spotlight with a bold new venture: not just modeling, but steering the creative direction for a namesake fashion line that centers curves as the main character in fashion’s ongoing story.
Curve-First Design: A New Chapter in Inclusive Fashion
Graham’s partnership with JCPenney, detailed in her interviews and the brand’s cinematic campaign, marks a watershed moment for plus-size representation in mainstream retail. The Ashley Graham for JCPenney collections—available exclusively in sizes 14 to 30—are crafted with a thoughtful, “curve-first” approach. This means the garments are designed from the ground up for curvy bodies, rather than simply scaling up straight-size silhouettes.
“It’s giving the plus community the spotlight it deserves,” Graham explains in The Zoe Report. Every aspect, from construction to silhouette and fabrication, is tailored to enhance and flatter, not hide. The collection features standout pieces like baggy jeans engineered for curves, oversized leather jackets for tall figures, and statement outerwear including a faux fur coat that sweeps the floor. These aren’t just fashion choices—they’re declarations of visibility and self-assurance.
Behind the scenes, Graham’s nearly three decades of modeling experience inform every decision. She’s personally involved in fit testing, using multiple models in sizes 14, 16, and 18 to ensure the grading works in real life. “Brands are always saying ‘this is for everyone.’ But you can’t be for everyone and be successful, in my opinion,” Graham notes. For her, true inclusivity means meeting the needs of those who have been overlooked—not just expanding a size chart.
Flipping the Script: Media, Representation, and the “Omitted” Trailer
To launch the collection, Graham and JCPenney created “Omitted,” a trailer-style ad that highlights a stark reality: while 67% of women wear sizes 14 and up, only 6.7% of film characters reflect them—and almost none are cast as leads (JCPenney Corporate). The ad isn’t just clever marketing; it’s a pointed call for the media and Hollywood to recognize and celebrate curvy women.
“Omitted is the film that has yet to be written—because the film doesn’t exist,” Graham says. The trailer, shot with cinematic flair, puts curvy women front and center, celebrating their style, confidence, and individuality. It’s an invitation to rewrite the narrative, both on screen and in fashion. Graham’s vision, echoed by JCPenney’s leadership, is to make fashion not just accessible but empowering, allowing every woman to feel like the main character in her own story.
Community, Confidence, and Everyday Functionality
Graham’s approach goes beyond aesthetics. She insists that the collection must work for the realities of women’s lives: versatile, comfortable, and suitable for everything from school drop-offs to meetings to gym sessions. “Our styles are different. We have different jobs. Our fat is distributed differently. So when creating the collection, you can’t just think about one person. You have to think about a vast group of women. And that’s hard,” she shares.
For Graham, confidence starts with comfort. Her tried-and-true advice? “If you’re not going to be comfortable, don’t leave your house.” She also emphasizes the importance of well-fitted undergarments as the foundation for any outfit and encourages women to practice mirror pep talks—small rituals that can make a big difference in how one feels stepping into the world.
At the launch party, Graham was moved by the sense of community among attendees. “This collection is a really great way to say to my community—and to anybody that is in the curve community as a whole—that you’re not forgotten. This is truly just for you: for the curve, the plus size, the voluptuous, the ultra sexy lady, because she has been ignored by so many brands.”
Motherhood: Navigating Chaos and Connection
Beyond fashion, Graham’s candid reflections on motherhood have also struck a chord. In a lively exchange with Kylie Kelce on the podcast “NGL With Kylie Kelce,” Graham joked about “skipping straight from one to three” kids, having welcomed twins after her first son. Kelce, a mother of four, responded that “four feels very similar to three.” Their discussion, which quickly gained traction on social media, resonated with parents everywhere grappling with the challenges of growing families (Motherly).
Experts like therapist Phil Macleod tell Newsweek that the most profound adjustment comes with the first child, as parents adapt to new routines, relationships, and round-the-clock responsibilities. Yet, many parents argue the jump from one to two is tougher, with the demands of a newborn and an older child competing for attention. By the third or fourth child, confidence and systems tend to kick in, allowing parents to focus on what truly matters.
Graham’s openness about the chaos and unpredictability of family life—whether managing nap schedules or simply trying to keep everyone fed—offers a relatable perspective. “Each stage demands a new version of you, and it’s okay if that version takes time to find her footing,” she says. Her message is clear: the hardest transition is the one you’re living through, and every parent deserves compassion and support.
A Broader Movement: Fashion, Visibility, and Empowerment
Graham’s return to JCPenney coincides with her ascent as an influential voice in fashion and culture. The brand’s “Yes, JCPenney!” campaign, with Graham at the helm, aims to disrupt retail conventions and invite a new generation of customers to discover truly inclusive, stylish, and affordable fashion. The partnership is part of a multi-year initiative to make curvy women visible, valued, and celebrated—not just as an afterthought, but as the heart of the story.
With every seasonal launch, Graham and her team are learning more about what their customer wants: not just trends, but timeless, everyday pieces that empower women to step into any situation with confidence. The line is available nationwide, both in stores and online, ensuring accessibility for women everywhere.
As Graham herself puts it: “We’re not waiting for permission anymore. We’re writing our own stories. And we’re starring in them.”
Assessment: Ashley Graham’s work with JCPenney and her honest dialogue about motherhood exemplify how visibility and thoughtful design can reshape narratives—both in fashion and family life. By centering the lived experiences of curvy women and parents, Graham moves beyond slogans to deliver genuine change, inviting others to claim their place at the center of the story.