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.

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