JCPenney Says It’s Time to Get Back to It – and Look Good Doing It

JCPenney’s new fall lineup of powerhouse brands is here to help you show up, stand out, and own every “it” moment this season.

PLANO, Texas--(BUSINESS WIRE)--Nike. Jessica Simpson. Aeropostale. Volcom.

This season, JCPenney is turning heads with exclusive drops and fresh new collections for smart, savvy customers who know that killer style and real value are a winning formula.

Building on a notable comeback that’s bringing the receipts on real fashion for less, America’s Best Department Store continues to deliver top brands and trend-forward styles for every body and every budget that will make you proudly say, “Yes, JCPenney!”

Back to It: This Isn’t Just School Season – It’s Your Season

Forget pencils and planners – fall is the ultimate style reset. It’s not just back-to-school… it’s back to it. Back to bold choices. Back to making every hallway, coffee run, and carpool drop-off your personal runway.

“We’re not just selling clothes; we’re redefining the season,” said Michelle Wlazlo, JCPenney Brand Chief Executive Officer. “Whether you’re headed to class, the office or just owning your daily grind, we’ve got the brands and looks to help you show up with confidence. Because looking good should never feel out of reach.”

What’s Hot? Only Everything.

JCPenney is serving up all the vibes this season: think major brands you love, from Arizona to Aeropostale, plus a seriously cool exclusive designer collection landing in September. It’s under wraps for now, but fashion fans, get ready. Expect standout styles that level up every look. No compromises, no gatekeeping, just seriously good fashion that works for you.

Get ready to strut. This fall, JCPenney is where “fashion meets function” finally feels fun again.

1. The New Brand Vanguard: Bold Brands & Exclusive Lines

• Nike, the largest active brand in the U.S., is in the house – bringing everything from lifestyle kicks to performance gear and game-changing accessories. And it’s not flying solo. Iconic names like adidas, PUMA and Champion are helping make JCPenney an undisputed destination for activewear that hits every step, rep and errand for the whole crew.
• JS Jessica Simpson is now making major moves with exclusive designs just for JCPenney. Expect denim-driven, bohemian-inspired, low-rise and baggy silhouettes and tops that bring the drama. With inclusive sizing and unapologetically feminine flair, this collection proves that trend-right fashion is for every body.
• Aeropostale, Volcom and Hurley are making their JCPenney debut – and they’re bringing that youth-forward, Y2K-loving, TikTok-powered energy. Think: oversized hoodies, dad tees, camo prints, jorts and all the baggy denim your feed’s been craving.

2. What’s Hot This Season: The Trends You’ll Live In

• Denim for Days: Jeans continue to be the main character moment. With the widest range of fits and sizes in the game, and hundreds of washes, JCPenney makes it easy to find your perfect pair. Brands like Levi’s and Arizona are delivering must-have silhouettes from culottes to wide-leg and everything in between.
• Baggy is Back: Across genders and generations, loosened-up fits are everywhere, from oversized tees to slouchy fleece sets. JCPenney’s Arizona is a go-to for pulling off that relaxed-cool look.
• Outerwear with Main Character Energy: From private brands including Worthington and Liz Claiborne to a new designer coming in fall, statement coats are stealing the spotlight. Pleather bombers, fringe jackets and elevated peacoats bring high-end style to everyday moments.
• Prints & Play: Details matter. Racing-inspired graphics, tree camo, and unexpected charms add personality to everything, from backpacks to your favorite hoodie.
• Style That Goes All Day: JCPenney’s made-to-move pieces mean you can go from desk to dinner, class to coffee or errands to evening plans without missing a beat, or a fit check.

3. Home & Lifestyle: Dorm Goals Unlocked

• Whether you’re decorating your first apartment or decking out a dorm, JCPenney has the cozy-meets-cool essentials to level up your space. From Fruit of the Loom bedding to fun finds like a plushy beet pillow (yes, really), and vibrant home picks from Home Expressions’, we’ve got your comfort zone covered.

4. Beauty for Every Vibe

• Get glowing with top-tier fragrances and skincare picks for every budget and mood. From Kenzo and Leo Messi Eau De Parfum to cult-favorite brands like Bare Minerals, Smashbox, and Olaplex, JCPenney is your one-stop shop for glam without the guess work. Bonus: $12 student cuts and pro-level haircare mean you’re always just one step away from your next glow-up.

Unapologetically Bold, Unmistakably JCPenney

With the same energy created during the brand’s “Yes, JCPenney” debut, the Back-to-It vibe comes to life in a series of TV spots, including “Morning Routine,” “Drop-off” and an all new spot airing August 13 across Cable TV & Hispanic Broadcast. Every scene proves that with the right look, even the most everyday moments can feel extraordinary.

Yes, JCPenney.

The comeback? It’s real. The confidence? Unshakable. JCPenney is back – louder, prouder and ready to help everyone unlock their “it” moment, no matter what their “it” is. And the best part? This is just the beginning.

For a closer look at the latest arrivals and to reinvent your own routine, visit www.jcpenney.com or your local JCPenney.

About JCPenney

JCPenney, part of Catalyst Brands, is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from jcp.com to more than 650 stores in the U.S. and Puerto Rico.

In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.