The coats, which are manufactured in Peru, retail from approximately $800 to $1,800.
The company has partnered with three bloggers on the collection with namesake prints.
In March, Mary Beth West resigned as Penney’s evp, chief customer and marketing officer to join Hershey Co., as chief growth officer.
J.D. Ostrow succeeds Shukla as chief marketing officer.
The awards program will be broadcast on Facebook Live that evening.
The first collections will launch in spring 2018 and will be sold in department stores.
“Girl Starter” is aimed at empowering young female entrepreneurs between the ages of 18 and 24.
The vintage T-shirt with iconic skull and crossbones graphic retails for $150.