JCPenney Brings Fashion Show to Paris, Texas

Retailer hosts runway event in small Texas town to showcase its in-house brands.

Mar. 16, 2026 at 9:22pm

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JCPenney recently hosted a fashion show in Paris, Texas, a small city of around 25,000 people in the northeast corner of the state. The two-hour event featured the company's lineup of in-house clothing brands, with local residents serving as models. The runway show was open to the public and aimed to highlight JCPenney's focus on affordability.

Why it matters

This event is part of JCPenney's efforts to attract new customers and keep existing ones engaged as it competes against newer brands and retailers. By bringing the runway show to a small town, the company is trying to make high fashion more accessible to a wider audience.

The details

The fashion show took place in an open area near Paris, Texas' version of the Eiffel Tower, which is topped by a red cowboy hat. Over 75 people attended the event, which featured models from the local area wearing JCPenney's in-house clothing lines. The company highlighted the affordability of the outfits showcased during the runway show.

  • The fashion show was held on Friday, March 14, 2026.

The players

JCPenney

A major American department store chain that is part of Catalyst Brands in Plano, Texas.

Marisa Thalberg

Executive vice president and chief customer and marketing officer at Catalyst Brands.

Paris, Texas

A city of around 25,000 people in the northeast corner of Texas, where the JCPenney fashion show took place.

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What they’re saying

“At JCPenney, we see things differently. The Other Paris Runway proves that anyone can be a fashion VIP.”

— Marisa Thalberg, Executive vice president, chief customer and marketing officer at Catalyst Brands

The takeaway

JCPenney's decision to host a fashion show in the small town of Paris, Texas, demonstrates the retailer's efforts to make high fashion more accessible and inclusive. By bringing the runway to a local community, JCPenney is trying to connect with a wider audience and showcase its affordable in-house clothing lines.