JCPenney launches Boutique+, its first ever plus-sized fashion brand for women and announces collaboration with Project Runway winner Ashley Nell Tipton, who will serve as brand ambassador and design two upcoming capsule collections for the brand, according to a company press release.

Boutique+ is a plus-size lifestyle collection designed for the fashion minded millennial shopper. The new line was conceived and created by a dedicated team of JCPenney design, trend, and product experts who ensure the colours, prints and fabrics of Boutique+ flatter and fit curvy silhouettes. The collection of the company’s newly launched brand Boutique+ will debut in 500 stores and online beginning 1 May.

“There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit clothes that offer style and versatility. JCPenney is committed to winning her loyalty by designing an entirely new modern brand made just for her and creating a dedicated shopping environment that respects her time and budget with a greater selection of affordable plus-size fashion that takes into account diverse body types,” said Siiri Dougherty, senior vice president of women's apparel at JCPenney.

Starting this spring, designer Ashley Nell Tipton will design collections for fall and holiday. She will also introduce an exclusive JCPenney capsule collection “Ashley Nell Tipton for Boutique+.”

“I am thrilled to be a part of the JCPenney Boutique+ brand launch and have an opportunity to design a contemporary line that appeals to the wants and needs of plus-size women,” said Ashley Nell Tipton.

In addition to introducing the Boutique+ brand of clothing this spring, JCPenney is also debuting an all-new in-store concept called "The Boutique" in nearly 200 stores. This new environment will give the full- figured customer an elevated environment for shopping a curated assortment of classic and modern fashion from brands such as a.n.a, Boutique+, Liz Claiborne, Worthington, Alyx and Bisou Bisou.