In fact, it isn't really JCPenney at all. The studios belong to Lifetouch and its parent company Shutterfly Inc. and they're using the awkward photo trend to grow their Gen Z customer base.

We tell stories through pictures at JCPenney Portraits by Lifetouch, a top-quality professional photography studio. Whether your photos are of maternity, newborns, children, family, pets, or anything ...