Retailers are recognizing that the plus-size shopper is interested in fashion, too.

J.C. Penney is launching Boutique+, a plus-size brand that its in-house designers have been working on since last year.

Project Runway’s Ashley Nell Tipton, 24, the first plus-size designer to win the reality TV competition, is creating two Boutique+ collections for fall and holiday.

Teens are fueling the category estimated to be about a $20 billion-a-year business.

"There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit clothes that offer style,” said Siiri Dougherty, senior vice president over women’s apparel. "J.C. Penney is committed to winning her loyalty by designing an entirely new modern brand.”

Penney is positioning the brand for the younger millennial shopper. Boutique+ will be priced from $12.99 for ... Read more »