Proclaiming that "every body deserves great style," J.C. Penney is the latest retailer to realize it's leaving money on the table by neglecting women who wear plus-sized clothing, tapping "Project Runway" winner Ashley Nell Tipton (the reality television competition's first plus-size designer champion) to create capsule collections for the fall and holiday seasons as well as a full collection for spring.

Tipton's designs headline the launch of J.C. Penney's new in-house plus-size brand, Boutique+, which the company said is aimed at millennial women. Teens alone spend $20 billion annually on plus-size apparel, according to the Dallas Morning News. The Boutique+ collection also features contributions from brands such as Liz Claiborne and Bisou Bisou. J.C. Penney is additionally introducing "The Boutique," revamped areas in 200 stores with improved fixtures and signage along with plus-size mannequins to show off outfits and accessories.