“Project Runway” winner is on board for retailer’s first plus-size fashion brand.

J.C. Penney will introduce its first-ever, plus-size fashion brand, Boutique+, in 500 stores and online this May.

Boutique+ is targeted toward the Millennial shopper and will include feminine silhouettes, patterns and bold colors. For spring, the brand will showcase a range of 1970’s-inspired tanks, blouses, dresses, jackets, skirts and more.

“There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit clothes that offer styles and versatility,” says Siiri Dougherty, senior vice president, women’s apparel, J.C. Penney. “J.C. Penney 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 hat takes into account diverse body types.”

J.C. Penney has partnered with “Project Runway” winner Ashley Nell Tipton on the brand campaign launch. Tipton will serve as a brand ambassador and design two upcoming capsule collections, which will debut for the fall and holiday seasons. The collection will also mark the first time that Tipton’s designs have been made available by a national retailer.

“I am thrilled to be part of the J.C. Penney Boutique+ brand launch and have an opportunity to design a contemporary line that appeals to the wants and needs of plus-size women,” says Tipton. “I look forward to infusing my signature style that is known for distinct designs in bright hues and bold patterns that appeal to young fashionistas looking for clothes that make them feel as good as they look.”

Boutique+ will launch in 500 J.C. Penney stores and at jcp.com, May 1.