Ron Johnson, Cindy Crawford, Ashley Olsen and more at the jcpenney launch event

Yesterday at Pier 57 in New York City, Ashley and MaryKate Olsen and fellow jcpenney design partners Cindy Crawford, Martha Stewart and Nanette Lepore joined jcpenney CEO Ron Johnson and President Michael Francis for the official unveiling of the brand’s fresh new look!

One of the biggest surprises came via video with the announcement from the brand’s newest partner Ellen DeGeneres. The renowned television personality explained her excitement to return to jcpenney, the place of her first job, and help the brand with its relaunch.

The entire experience provided guests a look at the evolution of jcpenney – from past to present – offering a glimpse into the future with sneak peeks of new and established product vignettes that will be featured in stores across America.