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J.C. Penney, Cosmopolitan Magazine Team Up

Staffers at Hearst’s racier monthly are whipping up bags, lingerie, jewelry and accessories for a fall launch.

HAVE ANOTHER COSMO: Apparently, Ron Johnson’s plans to dress up J.C. Penney Co. Inc. include a major product launch with Cosmopolitan magazine. Staffers at Hearst’s racier monthly are whipping up bags, lingerie, jewelry and accessories for a fall launch at Penney’s. The magazine’s fashion director, Michelle McCool, has been spotted in the Dallas-Fort Worth International Airport, en route to the chain’s corporate headquarters in Plano, Tex. She and other staffers are busy guiding the design of the line, according to a few individuals familiar with the project. Penney’s executives did not respond to requests for comment. Hearst declined comment other than to confirm a fall launch is planned.

Developing TV content that features the new Cosmo-branded products for the new YouTube channel “Hello Style” is also said to be part of the plans.

This story first appeared in the April 30, 2012 issue of WWD.  Subscribe Today.