Milestone Achieved in Community Giving by JCPenney’s Hope & Wonder Brand

JCPenney, the go-to shopping hub for America’s diverse working families, proudly marks a significant milestone with its in-house-designed private brand, Hope & Wonder. Crafted by the JCPenney Creative Coalition, this brand serves as a commemoration of meaningful moments for both customers and associates. Since its launch in 2022, JCPenney has allocated $1 million towards Hope & Wonder partnerships and additional cultural initiatives, emphasizing its ongoing dedication to celebrating diversity.

Entering its third year, Hope & Wonder pays tribute to various cultural observances, including Black History Month, Women’s History Month, Asian American and Pacific Islander Heritage Month, Pride, Juneteenth, and Hispanic Heritage Month. The brand’s merchandise, carefully curated by JCPenney’s Creative Coalition—a team of passionate BIPOC designers—captures the essence of each cultural moment, allowing the brand to establish itself as a year-round, authentic resource for apparel, accessories, gifts, beauty, and home.

The Creative Coalition, spearheaded by senior vice president Valerie Harris, was initiated in response to a need for increased authenticity in Black History Month products and creative opportunities for BIPOC designers. Since its inception, the coalition has expanded, enabling more associates to directly engage with the communities they serve through their design contributions.

The Hope & Wonder brand campaign showcases JCPenney associates, community leaders, and members of the Creative Coalition donning apparel from the collection. Notably, the 2023 Juneteenth collection featured Dr. Opal Lee, the “grandmother of Juneteenth,” who participated in a photoshoot and an exclusive interview with JCPenney.

Michelle Wlazlo, Chief Merchandising Officer for JCPenney, emphasizes the brand’s unique ability to foster connections between associates and customers through shared culture and traditions. This connection extends to philanthropic partnerships, with associates actively participating in causes chosen by the community.

In 2023, JCPenney supported organizations such as Black Girls Smile, JA Worldwide, The Asian American Foundation, Point Foundation, Unity Unlimited, Inc. for Opal’s Walk for Freedom, and Latinitas. The support goes beyond monetary contributions, with JCPenney associates marching alongside Dr. Opal Lee for the third consecutive year and earning the title of Corporate Partner of the Year from Latinitas.

Looking ahead to 2024, JCPenney is committed to backing Black Girls Smile, Dress for Success Worldwide, The Asian American Foundation, Point Foundation, Unity Unlimited, Inc., and Latinitas. The company plans to continue its corporate commitment, donating 100% of net profits from Hope & Wonder brand sales to further support these impactful organizations.

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