Ashley Graham is in the hot seat. Some 15 years after modeling for JCPenney, the model and multi-hyphenate returns to helm a full line co-launched with the retailer. Graham isn’t just the face of the namesake line. Determined to create something that truly resonates, she also takes on the role of creative director. True to form, the Ashley Graham for JCPenney collections are designed only for shoppers size 14 and up. In this way, Graham ensures that each garment is created specifically around these women’s fashion wants and needs – with construction, silhouette and fabrication tailored to enhance and flatter. In his own words? “It gives the community more of the spotlight it deserves.” TZR caught up with her to get the scoop.
Tell us about the premise of Omittedthe collection’s trailer which explains that even though 67% of women wear sizes 14 and above, only 6.7% of film characters reflect them….
Yes, Omitted is the film that remains to be written — because the film does not exist. I thought it was a brilliant idea and a brilliant concept. I told the creative team, “I’ve done a lot of cool ad campaigns, but I’ve never done anything like this before. » We are in a time where the majority of curvy women I know feel forgotten and unseen. I thought this was an important call to action for the media and Hollywood: curveballs are here to stay and we’re not going anywhere. We shot it like it was a movie trailer; I was just happy to know how to say a line or two!
Has this made you want to pursue acting more in the future?
I mean, look, if anyone wanted to write Omitted and fund it, I would be more than happy to be a part of it. But actually, my focus now is on this JCPenney collection and I’m specifically the creative director of this brand. We are currently planning for spring and summer 2026, and I have two of my own personal brands that I will also launch next year. I know what it’s like to be overwhelmed and overfill the plate, so I don’t want to do that. I want to focus on the things that really matter.
What can you tell us about your new brands? Are they in the fashion and beauty business?
It’s still a secret at the moment, but no, it’s not…
Intriguing! You wear your creative director hat for JCPenney for these collections. Take us behind the scenes.
Having been a model for almost 30 years, I’ve seen it all. There are things that work in the curve community, and there are things that really need to change. We’re trying to merge the young, fashionable shopper – and who may have never even been to JCPenney – with the existing JCPenney customer. It’s been really interesting to see what people gravitate towards when first released and what sizes are flying off the shelves. I think with each launch, which we will do seasonally, it will give us a new sense of discovery of who she is, who she wants to be, where she feels safe and where she wants to step outside the boundaries.
What do you think is already important to the woman you are designing for?
The beauty of the curvy industry, and curvy women in general, is that we are so different. 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 large group of women. And it’s hard. But the only thing I really did not I want to focus on and bring it in was just a size chart. I wanted it to come from the idea of everyday wear and use. I already dropped my kids off at school, had an in-person meeting, now I’m dressed for the gym, then I have another school pickup. I need these pieces to be diverse, functional and versatile.
By accepting this role, what do you hope to change?
I’ve had so much experience and worn so many clothes – from custom dresses to times where I had to settle for the biggest sample size a designer could ever create and make it look like it fit, because that’s my job. What I really wanted with this collection was really beautiful, everyday, timeless, classic pieces so that you would have them for years to come. I think trends are important and I really want to exploit trends. But I also want her to know that we will also be there every day. Whether it’s short hems or more hidden pieces. There is a misconception when it comes to curves that they always want to be covered. We want her to have options and be able to walk into a brick-and-mortar business and try things.
Will this line be present in all stores?
Yes, it’s exciting!
Tell us more about the “Curve-Driven Design Approach.”
Well, it’s only for curve sizes. We start from a 14 and go up to a size 30. I’m the smallest size in the collection – and we’ve talked about adjusting that so we can offer it to more women who fall in between. The most important thing, really, is that it’s just right for my curvy girls. Brands always say “it’s for everyone”. But you can’t please everyone and be successful, in my opinion. Especially brands that claim to be inclusive and only go up to double XL. It’s not inclusive. This is why this only concerns curve sizes.
What are you wearing the most at the moment?
Jeans are my favorite jeans. We have a regular wash and a dark denim wash. We also have other colorways coming out in the next release. I feel like we’ve mastered baggy jeans for curves, which is difficult. Oversized leather jackets also look fabulous. Some stuff is really made for a big girl, because I’m a big girl, so I’m really interested in her. I’m also very excited about the outerwear that will be coming in our next release. There’s a faux fur coat on the floor!
The cut must have been very important to you for the collection.
Yes. We focused on at least three fitted models in sizes 14, 16 and 18, so that we could scale accordingly with the rankings. To me, this is where a lot of brands have missed the mark. I usually custom make everything in my closet, right? But I didn’t have to adapt anything.
What else are you most proud of so far?
Seeing such a sense of community at the launch party. I think this collection is a really good way to tell my community – and everyone who is part of the Curve community as a whole – that you are not forgotten. It’s really just for you: for the curvy, plus size, voluptuous, ultra sexy woman, because she has been ignored by so many brands.
Confidence is always the best accessory. What are your tried-and-tested tips for women who will wear your pieces?
For me, the first thing is just to be comfortable. If you don’t feel comfortable, don’t leave your house. It’s any size. It’s any woman. It’s any man. Second, I’m not even selling you bras and underwear, but I will tell you that if your bra and underwear don’t create a good base, then you won’t feel comfortable in your outfit. And finally, you have to speak to yourself out loud. This is something non-negotiable [for me] – a little mirrored pep talk goes a long way.
