J.C. Penney turns TV show into women's apparel brand

J.C. Penney has entered into an ambitious partnership with a Lifetime reality fashion show.



The department giant has launched the first-ever "Project Runway" brand, with the collection inspired by the popular show and its design contestants. Currently available in over 500 Penney stores and online, the line made its debut with a summer preview collection featuring designs inspired by season 15 winner Erin Robertson, with the full assortment planned for Sept. 8.



"Millions of viewers aspire to emulate the fashion-forward looks first conceptualized during a Project Runway episode," said John Tighe, chief merchant for J.C. Penney. "This strategic collaboration enables us to work directly with up-and-coming design talent from Project Runway and increase our assortment of contemporary apparel, while gaining a fresh perspective on what women are seeking when curating the ultimate wardrobe."



In addition, Penney announced it will be the exclusive retailer partner for "Project Runway" seasons 16 and 17, along with "Project Runway All Stars" season 7. As part of the collaboration, throughout each season of both shows, Penney will sponsor a design challenge. The winners will have a special, limited edition run of their winning design produced in New York City, which will be immediately available to the public at J.C. Penney.com, and in select stores the following morning. Each season's winner will also have the chance to collaborate with J.C. Penney on a capsule collection for the Project Runway brand.



For the entire season of Project Runway All Stars, Penney plans to translate the winning look from every episode into garments that will be available exclusively on J.C. Penney.com every week, giving fans instant access to the latest styles from the show. And each show will also showcase "The JCPenney Accessory Wall," featuring a curated selection of shoes, handbags, fashion accessories and jewelry from various brands sold at Penney. In every episode, designers will be encouraged to complete their runway look using accessories displayed on the wall.



Penney is supporting its new brand with an integrated marketing campaign that includes dedicated Project Runway television spots and engaging fans of the show on popular social media channels. It is also spotlighting the collection through a dedicated microsite at jcp.com/projectrunway where customers can shop the latest Project Runway assortment inspired by the show and the challenge episodes.



"This partnership with J.C. Penney is one of our biggest retail collaborations since the series first began more than a decade ago," said Harvey Weinstein, co-chairman of The Weinstein Company, which produces the Runway shows. "It also marks the first time the entire Project Runway franchise has partnered with a leading, national retailer and introduced a line of Project Runway clothing that will be available year-round."