Fashion Month, remixed

JCPenney is answering glossy September fashion issues with its own version, starring real teachers in affordable fall clothes from the retailer.

Teachers take the cover

Five educators from San Marcos, Texas, front the campaign instead of models or celebrities, part of JCPenney's push against fashion's usual gatekeeping.

“They deserve to be the cover models of our campaign.”

A shoppable September issue

The project launches on JCPenney's pop-up Substack, with writing by Gabriella Karefa-Johnson, styling by Wouri Vice and photography by Andrew Matusik.

Campus becomes the runway

A TV spot shows teachers modeling back-to-school looks on campus, from Mr. Marcus spinning in a suit to Mrs. Layce walking through her office.

“English teachers would never judge a book by its cover, but shoes are another story.”

The joke is the price

Onscreen graphics cross out a higher 'supposed' price and replace it with the actual JCPenney price. The spot airs on Prime Video's Thursday Night Football on Sept. 17.

Real beats glossy

The campaign follows JCPenney's 'Other' riffs on Paris runways and Venice weddings, using warmth and everyday people to support its sales turnaround.

“We just try to be real.”