The campaign has taken several forms. Last month, the brand hosted “The Other Paris Runway,” a fashion show in Paris, Texas, where locals modeled affordable JCPenney looks as a counterpoint to the exclusivity of traditional fashion weeks.
Last year, it rolled out an inclusive sizing collection with model Ashley Graham. And it staged “The Other Venice Wedding,” a $10,000 celebration for a real couple in Venice, California, a sharp contrast to Amazon founder Jeff Bezos’s lavish nuptials in Venice, Italy.
These efforts are part of JCPenney’s broader turnaround strategy after years of declining sales. Thalberg joined JCPenney as a consulting chief marketing officer in 2024 and took on the expanded role at Catalyst Brands in 2025.
Since “Yes, JCPenney” launched, store traffic is up 6% year over year, with significant growth across its Home, Juniors, Activewear, and Fine Jewelry departments, according to the brand.
