JCPenney is launching a new brand, Obsess, driven by the digitally-connected tween generation.
The first capsule collection for Gen Z girls is inspired by Laurie Hernandez, with the Olympian fronting the range. The collection, which features tops, rompers, dresses and jeans designed for all body types, launched on Feb 26.
“Obsess is a very unique brand that allows JCPenney to reach a generation of girls who move rapidly from one fashion trend to another, as they discover new style inspiration through daily social media feeds,” says James Starke, senior vice president of merchandising for JCPenney. “By working with inspiring young women like Laurie Hernandez for unique capsule collections under the Obsess brand, JCPenney is able to offer tween girls the fresh, new styles they crave.”