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JCPenney's New Plus-Size Clothing Line Brand Campaign Is Body Positivity Like You've Never Seen Before

JCPenney's New Plus-Size Clothing Line Brand Campaign Is Body Positivity Like You've Never Seen Before

JCPenney is upgrading its body positivity game with an amazing new brand campaign for its plus-size clothing line, "Here I Am." The campaign features style blogger and designer Gabi Fresh, writer Jes Baker, Project Runway winner Ashley Nell Tipon, yogi Valerie Sagun, and musician Mary Lambert sharing honest thoughts on body image.

The slower, softer first half of the brand campaign opens with Baker musing aloud, "Would my life be better if I were thinner? No, but it would be better if I wasn't treated so poorly because I'm not." (Preach.) It's underscored by the music of Lambert, who shares that she was told as a child that she couldn’t become a successful singer because of her weight. "My size isn’t an indicator of my worth," she says powerfully.

The video soon transitions into a bright, cheerful montage of the ladies creating amazing work, accomplishing awesome physical feats, and generally kicking ass at life — all while wearing adorable outfits, natch. "I thought I couldn't wear a bikini," Baker shares at one point. "I can, and I love it."

The brand campaign runs through a full range of emotions, and by the end of it, you’ll be hard-pressed not to find yourself grinning, crying, or both. As Sagun beautifully shares near the end of the clip, "You can't love your body for what you hope it turns into without actively loving it for what it is today." I can think of few other words that are more necessary for women to hear in this modern, image-obsessed world. Watch it and prepare to be moved (and to rock a beautiful bikini if you so desire.)

More From SELF:
• This Fashion Brand Is Saying #NoMoreRules for Plus-Size Women
• You’ve Never Seen A Body-Positivity Campaign Quite This Real
• This Woman's Moving Tattoo Tribute To Her Miscarriage Is Going Viral

• Melissa McCarthy's Body Positivity Is Something We Should All Embrace

Photo Credit: JCPenney / YouTube