JCPenney unveils limited-edition Marilyn Monroe collection

JCPenney launches Marilyn Monroe capsule collection for autumn

US department store operator JCPenney has partnered with US brand management firm Authentic Brands Group (Authentic), owner of Marilyn Monroe’s estate, to launch a 10-piece limited-edition capsule collection. Titled the MM100 Collection, the range draws inspiration from everyday essential garments worn by Monroe both on and off screen, coinciding with celebrations marking the late icon’s centennial birthday.

The historical connection stems from Monroe wearing JCPenney denim in a prominent 1954 film role, a pair later acquired by a notable American designer and sold at auction. The new autumn collection includes High-Rise Vintage Slim Jeans priced at 54 dollars, an Off-the-Shoulder Top for 44 dollars, a natural Pleated Skirt for 68 dollars, and a red Mock Neck Sweater for 44 dollars. Additional items comprise a Stripe Trim Pullover Sweater, High-Rise Sateen Ankle Pants, a Button-Up Shirt, a Cap-Sleeve Sweater, High-Rise Cuffed Straight Jeans, and a Boxy Vintage Denim Jacket.

Prices for the collection start at 44 dollars, reinforcing the retailer's focus on accessible pricing and wardrobe longevity. JCPenney senior vice president and general merchandising manager Jo Osborne stated that the development team intended to build on the company's authentic place in Monroe's fashion history while delivering functional everyday garments for female consumers.

Authentic executive vice president Dana Carpenter noted that the partnership aligns Monroe's enduring cultural impact with the retail footprint of JCPenney.

The collection launched exclusively across JCPenney brick and mortar stores and through its e-commerce website on October 1, 2024.