The sneaky marketing tactic Ashley Graham used to launch her fashion collection with JC Penney

SZN Social
Oct 3
2 min read

Ashley Graham launches size-inclusive fashion collection with JC Penney — US curve model, Ashley Graham, at the launch of her fashion collection with JC Penney

On 2 October, American curve model Ashley Graham dropped her size-inclusive fashion collection with JC Penney.

But if you were paying close attention a few weeks before the launch, you might have noticed a clever marketing strategy unfolding across Instagram.

Around late August and early September, a wave of Australian plus-size micro-influencers started posting Instagram Stories showing that Ashley Graham had liked or commented on their content.

Ashley Graham launch strategy for fashion collection with JC Penney

At first glance, it seemed spontaneous and flattering that a mega-celebrity was noticing smaller creators. But the timing and the consistency felt… a little too coincidental.

Two months later, Graham’s new line designed for plus-size women hit the market. The pre-launch activity now made perfect sense.

It wasn’t random.

It was a deliberate brand awareness play.

So, what exactly was this tactic, and why did it work so well?

Ashley Graham's Launch Tactic: Proactive Engagement

Instead of waiting for attention to come to her, Graham (or her team) went first. She sought out micro-creators who matched her ideal audience — in this case, plus-size women passionate about fashion — and began engaging with their content at scale.

That meant liking, commenting, and interacting with posts from creators who already influence the very customers her collection would serve.

What Proactive Engagement Does

Puts the brand in creators’ line of sight - When someone with 21M followers interacts with you, you notice. Those creators are likely to follow back, talk about it, and remember the connection.
Creates emotional investment - A small interaction from a big name builds goodwill. Those creators now feel seen and connected. So when your product drops? They’re more inclined to support, share, and even purchase.

Ashley Graham fashion collection launch party with JC Penney

Why It Works: The Psychology Behind It

This approach taps into several of Cialdini’s Principles of Influence:

Unity — People are more influenced by those who share their identity. Plus-size creators felt connected to Graham’s mission of size inclusivity.
Reciprocity — When someone supports your content, you naturally want to return the favour.
Commitment & Consistency — By sharing that 'Ashley Graham liked my post,' creators publicly aligned with her, making them more likely to continue supporting her work.
Liking — We buy from and promote people we like — and getting a personal nod from someone you admire skyrockets that liking.

Should You Use This Tactic For Your Brand?

ABSOLUTELY.

However, there's a caveat to that.

Do it genuinely.

Don’t “fake engage” just to manipulate people. Instead, identify creators who are truly aligned with your values and your customers. Build those relationships before you need them — so that when you launch, your audience feels like part of the story.

When done right, Proactive Engagement can warm up your ideal community, earn organic amplification, and set the stage for a powerful launch — just like Ashley Graham.