Model Ashley Graham recently unveiled a trailer for a suspense thriller titled “Omitted,” in which she portrays a character who grapples with feelings of invisibility. However, the twist is that the film is actually a clever ruse meant to promote Graham’s new apparel line at JCPenney.
In an engaging new trailer released by marketing agency Mischief @ No Fixed Address, Graham embodies the energy of a leading character while introducing her collection aimed at empowering plus-sized women. The campaign sheds light on an important issue: despite the fact that 67% of women wear plus-sized clothing, less than 1% of leading roles in mainstream films feature plus-sized characters.
Dana Buckhorn, associate creative director at Mischief, emphasized the campaign’s mission, highlighting the need for genuine representation in the fashion industry. “The campaign isn’t just about this bold, new clothing line — it’s about refusing to fade into the background,” Buckhorn stated. The Ashley Graham for JCPenney collection is crafted to help curvy women feel acknowledged and celebrated.
This initiative also falls in line with JCPenney’s “Yes, JCPenney!” brand revamp, aiming to attract a younger audience while challenging traditional norms associated with retailers. By daring to disrupt the status quo, JCPenney aims to send a message that plus-sized representation matters in fashion and media, creating space for a new narrative that uplifts all body types. This campaign brings a hopeful change to an industry that is starting to embrace diversity more than ever.