ShopGMA

Fashion this week: JCPenney's Marilyn Monroe collection, hot new heels and more

New clothes at JCPenney, Reformation and more
Courtesy of JCPenney

October 8, 2026, 2:32 PM

Fashion has some exciting new looks this week, but it can be difficult to parse through all the new launches and sales by yourself. Luckily, that's our job and we're happy to do it for you.

This week is jam-packed with fresh releases, from Alo's cozy lifestyle collection with Cincinnati quarterback Joe Burrow to Andres Assous's ultra-glam capsule with model Bri Tiesi. Alex Chung is also back in the mix with her collab with Reformation, while J.C. Penney pays homage to screen icon Marilyn Monroe with a fresh (and refreshingly affordable) collection of looks inspired by the legendary beauty.

Old Navy and Altuzarra drop beautiful collab starting at $24.99

On the sale front, we're in a post-Prime haze following the Big Deal Days event, but plenty of top picks from Amazon, Old Navy, Urban Outfitters and more are still marked down and waiting to come home with you.

New and notable fashion launches

Andres Assous' recent collaboration with the stunning Bri Tiesi features several pairs of covetable stiletto boots (knee-high and ankle), fierce ankle strap pumps, sophisticated loafers and more. They sent us a pair of the Iman boots to take a spin in and despite the four-inch, razor-thin heel, they're shockingly comfortable -- not that we'd expect less from the iconic brand.
Speaking of shoes, Saucony took an expected turn and went Western with one of its latest launches, the Space Cowboy collection. The collection features five of the brand's exceptionally cushioned running shoes, engineered to perform equally well whether you're running a marathon or learning to line dance. They're selling fast, so lasso your own pair now before they're gone!
For a cool, casual take on off-field dressing, follow Joe Burrow's style cues and shop his new collection with Alo Yoga. The canvas jackets, cotton sweaters and more add timeless elevation to your athleisure wardrobe.
Alexa Chung continues to dominate cool-girl fashion with a fresh collection at Reformation. A mix of elevated, red carpet-ready gowns, bags and scarves intermingle beautifully with such cheekily named items at the Dude Shirt (a classic oversized button up), nailing the mix of casual and dressy Chung herself has perfected.
J.C. Penney is celebrating the late Marilyn Monroe's 100th birthday with a new capsule collection of retro-inspired sweaters, denim, skirts and more that start at just $23.10 when you shop now with code AUTUMN26.
Celia B. is a "GMA" fave for eccentric, collectible fashion you'll keep forever. The brand recently collaborated with digital creator and disability advocate April Lockhart on an attention-grabbing sampling of separates, coats and more featuring mixed plaids and sparkle you won't be able to resist.
Last but certainly not least, we'd like to bring your attention to a brand whose star continues to grow and evolve: Selkie. "GMA" was lucky to attend Selkie's "Ghost Ship" runway show during New York Fashion Week last month, and between the contortionist opener and downtown-cool, opulent styling on display, we were blown away at the sheer creativity that left us feeling inspired for the year to come. The collection is largely sold out (with some pieces planned for a restock), but consider this your reminder to browse the brand's bestsellers, new arrivals and more.