JCPenney has partnered with US summer Olympic gold medalist Laurie Hernandez on Obsess, an exclusive tween girls brand featuring rotating capsules inspired by influential young women who promote a positive-body image.

The brand’s first collection featuring Hernandez includes tops, rompers, dresses and jeans that will roll out at JCPenney.com on February 26. The line will also hit 500 JCPenney stores across the US beginning March 2.

By launching the brand, JCPenney expects to reach the often elusive Gen Z customer, which, according to IBM Institute for Business Value, holds US$44 billion in buying power.

Hernandez, who earned Olympic gold in 2016 as an artistic gymnast, worked directly with the retailer to develop the brand, which is available for girls in sizes seven to 20, including plus sizes, with sale prices ranging from US$21.99 to US$34.99.

JCPenney will launch the next Obsess rotating collection this summer with a back-to-school aesthetic, and a new celebrity collaboration will be revealed later this year.

The new brand comes as JCPenney continues its bid to attract a younger demographic. Last July, the US retailer introduced toy shops in all of its brick-and-mortar stores, and significantly expanded its online toy assortment. It also recently added a large selection of interactive, STEM-based playthings to its offerings.