# Body Positive Apparel Campaigns JCPenney is Inclusive to Plus-Size in Its New Marketing Endeavors By Riley von Niessen | Published 2016-06-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/plussize-women References: [designtaxi](http://www.designtaxi.com/news/386753/JCPenney-Launches-Body-Positive-Ad-Campaign-For-Plus-Size-Clothing-Line/) & [youtube](https://www.youtube.com/watch?v=fJlvtCzJPaQ) JCPenny is proving that plus-size women don't have anything to be ashamed of with a new [body-loving advertising campaign](https://www.trendhunter.com/trends/doves-super-bowl-ad) called 'Here I Am.' A video produced by the company follows a number of powerful women who know that the negative opinions of others towards their bodies does not define their worth. The lighthearted commercial promotes the hashtag #HereIAm to prompt plus-size women to [celebrate their individuality and personal beauty](https://www.trendhunter.com/trends/it-feels-good-to-be-seen) across social media platforms. The campaign works to encourage them to share pictures of themselves with confidence along with the hashtag, creating a series of images that changes the media narrative to be more inclusive. With this, the campaign hopes to get people to let go of the preconceived ideas they have -- working to create a more [body-positive and friendly culture](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman). ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 14% | Activity: 40% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Body Positive Advertising:** An opportunity for brands to promote body positivity and celebrate diversity through inclusive marketing campaigns. - **Social Media Campaigns:** An opportunity for brands to leverage social media platforms to empower and amplify the voices of marginalized communities. - **Inclusive Media Narratives:** An opportunity for brands to challenge traditional beauty standards and promote more diverse representation across various forms of media. ### Industries Being Reshaped - **Fashion Retail:** Disruptive innovation opportunities lie in creating inclusive and size-diverse fashion lines that cater to the needs of plus-size consumers. - **Beauty and Cosmetics:** Disruptive innovation opportunities exist in developing inclusive beauty and cosmetic products that cater to a wide range of skin tones, body types, and identities. - **Social Media Marketing:** Disruptive innovation opportunities include leveraging social media platforms to foster a more inclusive, body-positive and diverse brand image. ## Related on Trend Hunter - [Body Positivity Campaigns](https://www.trendhunter.com/trends/nobodylikeyou.md) - [Back-To-School Fashion Campaigns](https://www.trendhunter.com/trends/backtoit-campaign.md) - [Community-Driven Fashion Campaigns](https://www.trendhunter.com/trends/limitless-campaign.md) - [Omnichannel Retail Initiatives](https://www.trendhunter.com/trends/j-jill.md) - [Adaptive Wheelchair-Compatible Apparel](https://www.trendhunter.com/trends/jcpenney.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Empowering Summer Campaigns](https://www.trendhunter.com/trends/empowering-summer-campaign.md) - [Body-Inclusive Image Apps](https://www.trendhunter.com/trends/body-type-range.md) - [Inclusive Denim Campaigns](https://www.trendhunter.com/trends/torrid-jeans-for-life.md)