By  on February 21, 2018

Seeking to attract a younger, digitally inclined tween generation, J.C. Penney is launching Obsess, a private fashion brand with "rotating capsules" inspired by influential young women promoting a positive body image.Penney's, in its announcement Wednesday, said the first Obsess collection will be a collaboration with Olympic Gold Medalist gymnast Laurie Hernandez and include trendy tops, rompers, dresses and jeans for all body types.Obsess will launch at jcpenney.com on Monday, and be available in 500 Penney's stores beginning March 2."Obsess is a very unique brand that allows J.C. Penney 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," said James Starke, Penney's senior vice president of merchandising. "By working with inspiring young women like Laurie Hernandez for unique capsule collections under the Obsess brand, J.C. Penney is able to offer tween girls the fresh styles they crave. As we focus on driving business to J.C. Penney, we have an opportunity with Obsess to attract an entirely new, and often elusive, Generation Z customer. Gen Z holds $44 billion in buying power and is on track to become the largest consumer segment over the next few years, representing significant sales growth potential."Obsess will also feature cold-shoulder styles, peplum tops, bright floral prints, embroidered jeans and, one of Hernandez's favorite pieces, a teal bomber jacket with pink flowers on the sleeves. Penney's said Hernandez was personally involved in the development of Obsess and approved each piece of the collection.Obsess will offer girls sizes 7 to 20, including plus sizes. Prices will range from $21.99 for an embroidered, ruffled top to $34.99 for a floral dress."My body changes so much between training, travel and down time. Comfort is so important. I wanted to create casual, cool clothes for girls of all shapes," said Hernandez, adding that her capsule collection at Penney's should "help girls feel confident and comfortable."Other celebrities collaborations for Obsess will be revealed later this year. 

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