JCPenney “#HereIAm”

Creative Director

In a society that generally ignores the plus-size market, JCPenney was about to kick-off the launch of it's very own plus-size clothing brand, Boutique+, by enlisting Project Runway winner Ashley Nell Tipton to create a fashion-forward capsule collection for the line that aimed to change the way the media, retailers and the public look at plus-size fashion. Catering to women sizes 14W-30W, Boutique+ expanded the retailer's plus-size offering, providing sophisticated silhouettes and trendy touches that appeal to millennial shoppers, and celebrates women of all sizes.

We launched the #HereIAm campaign with “Here I Am” during CurvyCon, sponsored by JCPenney. The video featurs key influencers in the plus-size community -- Ashley Nell Tipton, Jes Baker, Gabi Fresh, Valerie Sagun and Mary Lambert -- speaking their mind and sharing their struggles, strength and beauty with the world and showcasing that a woman's size doesn't define who she is. By providing these women with a platform, they sparked a conversation around an inspiring message of body positivity, self-love and confidence – and an important message that size isn't an indicator of your worth.

The video encourages women of all shapes and sizes to support each other, using the hashtag #HereIAm. The video was supported with social posts and banners that highlighted quotes from the enlisted influencers. Here are just a couple:

Each influencer also shared posts with the same #HereIAm hashtag and engaged their own communities, which resulted in an uproar of support from the public and media outlets alike.

The "Here I Am" video marked the launch of an overall marketing campaign JCPenney created to support Boutique+ and Tipton's capsule collection, which also included a three-part online docu-series highlighting Tipton's design journey and concluding with a live streamed fashion show in New York City spotlighting Tipton's designs as well as other contemporary fashion for the plus-size woman available only at JCPenney.

The Results

• 8.8 million views in three months.

• 6k #HereIAm mentions.

• Covered by nationwide publications such as USA Today, US Weekly and Latina magazine.

• 400,000,000 publicity media impressions.

• Cultural rally cry for plus size women.

• Created an online movement of advocates.