The American department store franchise JCPenney has launched a limited edition 10-piece capsule collection, MM100, in partnership with Marilyn’s estate.
“Did you know Marilyn Monroe wore JCPenney (yes, JCPenney!) jeans!? In one of her most famous 1954 films, Monroe wore JCPenney jeans—a pair so iconic, it was later acquired by a famous American designer and displayed in his office. Recently sold at auction, they are a fitting reminder that jeans have always been fashion’s great equaliser for all sizes, shapes, and personalities. Monroe’s most enduring style moments started with the same everyday essentials JCPenney has sold for generations and this collection is bringing it full circle.
JCPenney and Authentic are keeping the icon’s exceptional style accessible with a curated capsule of 10 must-have Marilyn Monroe fall staples that bring quality, versatility, and real value to the everyday wardrobe including High-Rise Vintage Slim Jeans ($54) in dark blue denim crafted in a flattering high-rise slim fit for a polished take on everyday denim; a charming Off-the-Shoulder Top ($44) that brings a playful, feminine touch to any look; a creamy, natural Pleated Skirt ($68) designed with graceful movement and polished timeless detail; and a statement red Mock Neck Sweater ($44) that makes the perfect foundation piece for layering and everyday elegance. The collection is rounded out by a Stripe Trim Pullover Sweater, High-Rise Sateen Ankle Pants, Button-Up Shirt, Cap-Sleeve Sweater, High-Rise Cuffed Straight Jeans, and a Boxy Vintage Denim Jacket that serve as ultimate essentials to elevate any look.
The MM100 collection further demonstrates JCPenney’s commitment to make fashion accessible and give people access to the styles, trends, and cultural moments they deserve. By continuing to offer coveted looks that are high quality, last longer, and cost less, JCPenney continues to challenge the idea that incredible fashion is reserved for the few. Together, the collection brings the cultural cache of Marilyn Monroe to the everyday wardrobe with pieces starting at just $44.”
Three pairs of JCPenney jeans worn by Marilyn in River of No Return (1954) were purchased by designer Tommy Hilfiger for $42,550 at Christie’s in 1999. A single pair was resold for $52,000 at Julien’s Auctions in 2025, and is currently on display as part of the Marilyn Monroe: Hollywood Icon exhibition at the Academy Museum in Los Angeles.
Originally founded in 1902, JCPenney was rescued from bankruptcy in 2020 by various companies including Authentic Brands Group (ABG), the owner of Marilyn’s estate. Another limited collection was previously launched in 2022.
The MM100 collection draws inspiration from the black-and-white gingham pants Marilyn wore in early modelling shoots, and later paired with polo-neck sweaters for minimalist chic.
She also wore stripes to striking effect; while the off-the-shoulder tops she sported during her Niagara period were later adopted by younger stars like Brigitte Bardot. Her most iconic movie costume – a deceptively simple pleated dress – blew up over a subway grate in The Seven Year Itch.
After moving to New York in 1955, Marilyn blended ‘preppie’ staples like tennis sweaters into her Hollywood bombshell style.
And finally, Marilyn doubled down on denim for her last completed movie, The Misfits.
