When was the last time a major department store took a stand for body positivity? Never, that’s when.

JC Penny just knocked every other department store out of the water! Their new campaign Here I Am celebrates women for the size they are encourages body confidence. We love it!

We haven’t seen any photos from the campaign yet, but the store did release a new video featuring fashion blogger Gabi Fresh, Project Runway winner Ashley Nell Tipton, and more and it’s awesome!

Along with the video, JC Penny wrote:

There is true beauty in individuality. So, when we start letting go of preconceived notions of who someone is based on what they look like on the outside, we all take one step closer to body positivity.

So sweet!

Lena Finkel is the Editor and Founder of Femestella. Prior to starting Femestella, she worked at People, InStyle, and Tiger Beat. Her favorite Housewife is Bethenny Frankel (by far!), but when she’s not watching RHONY, you can probably find her hanging with her kitty Tom or tweeting at Sen. Chuck Schumer.

Categories: Style