Struggling JCPenney unveils glitzy Taylor Swift-inspired collection in bid to boost sluggish sales
JCPenney is hoping to shake off sluggish sales.
The struggling department store is getting in on the craze surrounding Taylor Swift’s forthcoming album, creating a new line of outfits inspired by the LP.
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Legendary designer Bob Mackie — who has created clothes for the pop star herself — has partnered with JCPenney to launch a “show-stopping” collection of sparkling garments ahead of the release of Swift’s “The Life of a Showgirl” album on Oct. 3.
Mackie even designed one of the dazzling outfits that the 35-year-old “Cruel Summer” singer wore for “Showgirl’s” album shoot.
“For decades, Bob Mackie has defined what it means to shine in the spotlight, dressing icons of stage and today’s biggest pop stars, most recently bringing his quintessential sparkle to one of the year’s most anticipated albums,” a JCPenney press release said.
The launch is part of JCPenney’s brand reinvention — which they’re calling “Yes, JCPenney!” and promotes self-expression at affordable prices — in a bid to attract more customers and boost sales.
The company filed for Chapter 11 bankruptcy in 2020.
The Bob Mackie x JCPenney fall collection will feature a range of styles including mini and long dresses made with luxe velvets and shimmering ombré sequins, jewel-toned cocktail dresses with intricate beading and marabou feature accents, as well as classic silhouettes such as a halter jumpsuit with keyhole cuts and a sequin gown with ruched details.
And there’s no need to be a pop star to get some of Mackie’s legendary designs — all styles in the collection are priced at under $300.
“I’ve always wanted my designs to inspire confidence and happiness, not just for celebrities but for anyone who loves fashion,” Mackie said. “With JCPenney, we’re giving everyone the chance to experience a little Hollywood magic.”
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