67% of American women are considered #plussized, yet they are completely underserved. #AshleyGraham wants to change that. She partnered with #JCPenney to launch a fashion-forward clothing line exclusively for curves, carrying sizes 14W to 30W. Graham’s unabashed embrace of the budget-friendly JCPenney is part of a broader turnaround strategy that Catalyst Brands' CMO Marisa Thalberg has pursued over the last 18 months: enticing shoppers to take another look at the 124-year-old retailer not as a legacy department store, but as a first-choice apparel destination defined by affordability and authenticity.