J.C. Penney is partnering with Cosmopolitan

J.C. Penney is partnering with Cosmopolitan magazine on a collection of products such as leopard-print panties and snakeskin-patterned clutches. (Donna McWilliam / Associated Press)

It’s an unlikely pairing: Cosmopolitan, the magazine known for its frank sex advice and sultry photo spreads, will debut a line of products for J.C. Penney, the struggling retailer often associated with dowdiness.

Cosmo announced Thursday that it has launched a collection of lingerie, sleepwear, shoes and handbags – all imbued with a “fun, fearless female” vibe – exclusively at J.C. Penney. The products are available at more than 600 stores nationwide and online.

The styles were created by Cosmo’s editorial team in tandem with design teams from J.C. Penney. To wit – leopard-print panties, satiny robes and nighties, snakeskin-patterned clutches and more. The most expensive items – footwear – will top out at $95.

J.C. Penney has recently tried to boost sales by reworking its pricing structure and undergoing a brand revamp. The company said it plans to lay off hundreds of workers.

Earlier this week, Cosmo hired former Marie Claire editor in chief as its own top editor, replacing longtime boss Kate White. The Hearst Corp. publication was the top-selling magazine in the country in the first half of the year, though sales fell nearly 16% to 1.4 million.

J.C. Penney is hoping Cosmo’s strategy for success also works in retail, even if it means taking on a saucier attitude.

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