What: J.C. Penney Co. Inc. is collaborating with Authentic Brands Group to offer a 12-piece capsule collection called “Marilyn Monroe by JCPenney.”

Why it is important: This collaboration is reflecting the retailer’s plan to rev up revenues and differentiate and sharpen the identity of key in-house labels, like St. John’s Bay, Xersion and a.n.a., and add greater exclusivity to the business for the past three years.

ABG has become a key part in offering  J.C Penney’s new merchandise concepts and labels, including Forever 21 and Juicy Couture, which are part of the group’s portfolio of brands associated with both living and deceased legends including Elvis Presley, Muhammad Ali, Shaquille O’Neal, David Beckham, Dr. J and Thalía, as well as Sports Illustrated, Reebok and other brands.

The collection was launched on the 28th of April in 300 J.C Penney’s locations and on their online platform jcp.com. The capsule collection offers capri pants, shirtings, full-skirted sundresses cinched at the waist; a color palette of black, white, coral and navy blue; classic stripes and floral patterns, and an inclusive range of sizes from XS to 3X. There’s also a special edition of Keds with Marilyn Monroe-inspired design details that will be sold at the retailer in late May.

J.C. Penney Launches styles inspired by Marilyn Monroe