J.C. Penney Is Testing Its First Fast Fashion Brand

J.C. Penney finally has a horse in the fast fashion races.

The department store earlier this month started piloting its own private label brand, “Belle + Sky,” a line of trendy womenswear it can produce and turn over more quickly, with a view to better competing with the H&Ms, Zaras and Forever 21s of the world—retailers that have stolen away customers from department stores and other clothing chains.

J.C. Penney is currently testing the line, which ranges from dresses to skinny jeans to faux fur vests, online and at 50 of its 1,000 or so stores.