SUBSCRIPTION ONLY Retail News JCPenney's 'Other September Issue' Stars Real Teachers, Not Models As part of ‘Yes, JCPenney,’ the new campaign again positions the brand against fashion industry norms 'The Other September Issue' cover features educators from San Marcos, Texas By Richard Lowe --> ADWEEK House: Advertising HQ brings the people shaping advertising, commerce, and media together for four days of unscripted conversations and after-hours connections. Meet us in Midtown, Oct. 5–8.
September is Fashion Month, as designers hit the runways in New York, London, Milan and Paris, and magazines like Vogue release their “September issues,” highlighting the latest trends with models and celebrities.
JCPenney is marking fall fashion in its own way with “The Other September Issue,” featuring actual teachers as models wearing affordable and stylish clothing available at the retailer.
The issue introduces the brand’s new campaign, “Everyone Deserves a Better Deal,” debuting on Sept. 16. Marisa Thalberg, chief customer and marketing officer of JCPenney parent company Catalyst Brands, calls this “the next evolution” of the retailer’s “Yes, JCPenney” platform , launched in April 2025 to promote affordable, accessible fashion while pushing back on fashion industry norms.
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Richard Lowe is a freelance writer based in Los Angeles.
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