Tuesday, August 1, 2017

J.C. Penney Partners with ‘Project Runway’ for Exclusive Merchandise, TV Appearance

J.C. Penney Co. Inc. has already brought “Project Runway” into its stores, and now its brand hits the runway through a new partnership that lands the department store retailer as a fixture on the design-competition reality show.

J.C. Penney JCP, +1.66% will be the exclusive retailer for “Project Runway” for seasons 16 and 17, as well as “Project Runway All Stars” for season 7. The retailer will sponsor a design challenge during each season, with the winning design featured online and in select stores the morning after the episode airs. And the winner of each season will have the chance to collaborate with J.C. Penney on a capsule of merchandise for the Project Runway Collection.

Currently, the Project Runway Collection has a summer preview in stores, and a full collection will be coming on September 8, both inspired by the season 15 winner of “Project Runway,” Erin Robertson.. . . more

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