Proud2Bme | JC Penney Knows How to Market a Plus-Size Campaign

  • Lifestyle
  • Style at Any Size

JC Penney Knows How to Market a Plus-Size Campaign

By Palmer Hipp--Brands take note: JC Penney just raised the bar with the latest brand campaign for their plus-size clothing line, “Here I Am.”

The commercial shares the stories of style blogger Gabi Fresh, yogi Valerie Sagun, best-selling author Jes Baker, singer Mary Lambert and designer Ashley Nell Tipton, and their views on body positivity.

Jes Baker asks the camera, “Would my life be better if I were thinner?” Pausing before she responds, Baker continues with, “No. But it would be better if I wasn’t treated so poorly because I’m not.” Baker’s statement sets the tone for the whole video, and each woman stresses how unfairly society treats women of different shapes and sizes.

The women all share personal stories of how society has judged them for their size, but the commercial rapidly takes a turn when Tipton states, “The only person who should be defining me is me.”

Related: Aerie Proves That Body Positivity is Profitable

The commercial shifts into a celebration of self-expression. JC Penney never talks about the clothes, but instead focuses on how the women feel in the clothes. The ad shows that beauty comes from individuality and loving yourself.

"Fat girls can do whatever they want... Fat girls can run, fat girls can dance, fat girls can have amazing jobs," the women say. "We can walk runways. We can be on the covers of magazines. Wear stripes. Bright colors. I am beautiful; I am sexy.”

My favorite quote comes from Mary Lambert, “The bodies don’t need to change. The attitude does.”

I love the message “Here I Am” promotes: YOU have the power. You have the power to stop hiding, to stop believing the ridiculous rules society makes for fat women, to stop letting someone else decide your worth and happiness. You have the power to do anything you want, and the women in the video are living proof.

Society will continue to judge, ridicule, police and ostracize no matter the reason, but you have the ability to say, “Here I am, and I am not going anywhere.” I can’t think of a greater act of rebellion.

About the blogger: Palmer Hipp is studying in the College of Public Health at the University of Georgia. She hopes to obtain a MSW, aspiring to become an activist for social justice issues. She devotes her time toward breaking the stigma against mental illness and eating disorders as well as promoting awareness and education to mental health issues and violence against women.

Header image courtesy of JC Penney 


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