Celebrating Hispanic Heritage Month with Hope & Wonder

JCPenney is proud to introduce the final Hope & Wonder capsule collection of 2023 to honor Hispanic Heritage Month in support of Latinitas, a nonprofit that empowers young Latina girls, and all girls, to innovate through media, technology, leadership and creative skills. This is JCPenney’s second Hope & Wonder Hispanic Heritage Month collection and our second consecutive year partnering with Latinitas. This collection was designed by the JCPenney Creative Coalition, an inclusive group of designers who represent the communities being celebrated during Hope & Wonder™ cultural observances.

Since 1968, Hispanic Heritage Month has been celebrated in America from September 15 to October 15. Many Latin American countries mark their independence during this time, including Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua on September 15, Mexico on September 16 and Chile on September 18. In the US, the month recognizes and celebrates the significant impact of Hispanic Americans on our country’s culture.

Inspiration for the Collection 

The theme for this year’s collection is “amor por mi cultura” (love for my culture) and is represented throughout the colorful designs, which include homewares, children’s apparel and adult apparel.  

“This collection is para todos!” said Zahira Rodriguez, JCPenney associate designer for kids’ apparel and member of the JCPenney Creative Coalition. “I love that we get to celebrate everything Latinx people have accomplished. I’m grateful to work on a collection with such an empowering message.”

The collection is available to shop now and includes t-shirts for the whole family, accessories and home goods for celebrating Hispanic heritage this month and every month.

Supporting Latinitas 

100% of net profits from the Hope & Wonder Hispanic Heritage Month merchandise will go to Latinitas, one of the only bilingual tech organizations in the U.S.

“This collection is a tribute to Hispanic heritage, providing a platform to showcase the rich culture and traditions of the Latino community,” said Gabriela Kane Guardia, interim executive director of Latinitas. “We are so thankful for this partnership where I have witnessed JCPenney’s genuine commitment to celebrating diversity and offering more ways for Latinos to see themselves represented authentically. We appreciate the care and intention with which JCPenney associates have engaged our organization’s students and community members, making everyone feel truly a part of the Hope & Wonder Hispanic Heritage Month campaign.”

To kick off the month’s celebrations, JCPenney at San Antonio’s Ingram Park Mall store hosted Latinitas chicas and their families for the launch of the Hope & Wonder Hispanic Heritage Month collection on August 26. General Manager Monica Guerrero, store associates, Beauty associates and Salon associates gave the girls the complete JCPenney experience complete with a $50 gift card and a 30% off store event coupon for each. The girls also got to take home T-shirts from this year’s Hope & Wonder Hispanic Heritage Month collection and custom gift bags courtesy of the store. 

JCPenney Designers Pamela Velez and Gabriella Corza represented the Creative Coalition team behind this year’s collection and spoke to the group about the collection’s inspiration. HOPE Business Resource Team Communications Lead Analia Lemus made the trip to San Antonio to represent the JCPenney Hispanic associate group and help support the event. Team Latinitas was also out in full force, led by interim director Gabi Kane Guardia and eight staff members.

Shop Beauty from Latin-Founded Brands

JCPenney Beauty is also proud to carry products from many Hispanic-owned or founded beauty brands. In recognition of Hispanic Heritage Month, the JCPenney Beauty team worked in collaboration with some of these Latin-founded beauty brands to curate nine products to explore, perfect for travel or to discover a new favorite brand. Shop the Latin-Founded Beauty Favorites Bag at jcpenney.com.

JCPenney is proud to honor Hispanic Heritage Month with our Hope & Wonder collection, now available to shop in stores and online.

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