In its latest attempt to prove style can be affordable and that
fashion can have a sense of humor, JCPenney left its passport behind when attending Paris Fashion Week. Instead, it took its spring style collection to the other Paris, staging an outdoor runway show
in Paris, Texas.
The event is part of the retailer’s ongoing “Yes, JCPenney” campaign, building on a series of ads
and stunts that reinforce the brand’s new commitment to style, while hyping its legacy of great deals.
While
there were no velvet ropes, VIP lists, or camera-hogging rich people in the front row, there were plenty of Parisians. Locals modeled looks from JCPenney’s spring collection, including those from the
Ashley Graham for JCPenney lineup, designed especially for curvy figures, and RM by Rebecca Minkoff, delivering luxury looks at affordable prices.
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JCPenney displayed the price tag on each look — and noted that the total cost of every outfit worn that day was still less than a single couture gown.
JCPenney Salon and Beauty’s expert artists supplied the hair and makeup.
“At JCPenney, we see things differently,” said Marisa Thalberg, executive vice president, chief customer and marketing officer at Catalyst Brands,
JCPenney’s parent company, in a release. “You don’t have to be in the front row, wait seasons before a look makes its way to market, or choose between style and affordability. The Other Paris Runway
proves that anyone can be a fashion VIP.”
Spring fashion ads themed “Exactly What You Are (and Aren’t) Looking
For” underscore the idea of exceptional fashion moments at unbelievably low prices. “The real thrill of fashion isn’t just finding the dress you came in for,” the ads say. “It’s discovering everything
else you can get with it, all while beating your original budget vs. breaking it. The kind of finds that make you check your receipt twice — not in fear, but in disbelief.”
Those ads break later this week.
And in the spirit of democratic fashion, there was no exclusive after-party. Instead, everyone got a backstage pass to enjoy a DJ, photo opportunities, beauty touchups, and food from
local restaurants and bakeries.
It’s not the first time JCPenney has pointed out that billionaires shouldn’t get
to have all the fun. Last summer, while Amazon founder Jeff Bezos was spending $50 million or so on his wedding in Venice, Italy, JCPenney helped a couple pull off a chic wedding in Venice,
California, priced at just $10,000. That newsjacking moment delivered plenty of earned media, as well as industry awards.