J.C. Penney partners with ‘Project Runway’ for exclusive merchandise, TV appearance

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J.C. Penney will be a fixture on both ‘Project Runway” and ‘Project Runway All Stars’ for the next couple of seasons.

J.C. Penney Co. Inc. has already brought “Project Runway” into its stores, and now its brand hits the runway through a new partnership that lands the department store retailer as a fixture on the design-competition reality show.

J.C. Penney JCP, +2.40% will be the exclusive retailer for “Project Runway” for seasons 16 and 17, as well as “Project Runway All Stars” for season 7. The retailer will sponsor a design challenge during each season, with the winning design featured online and in select stores the morning after the episode airs.

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