Standing with Pride: Celebrating LGBTQ+ Pride Month

June is LGBTQ+ Pride Month, and JCPenney is standing with pride in support of the LGBTQ+ community this month and every day through our third annual Hope & Wonder Pride Month Collection. Net profits from this collection will benefit Point Foundation.

Bringing the Collection to Life with the Creative Coalition

This year’s collection theme is ‘Standing with Pride,’ which served as inspiration for the designs developed by JCPenney’s Creative Coalition, a cross-functional team of diverse designers who bring their authentic experience to inspire each Hope & Wonder collection. These designers identify as members of the LGBTQ+ community and are featured in the photoshoot for the collection alongside members of the Pride business resource team (BRT), an internal group dedicated to celebrating and empowering LGBTQ+ members of the workforce and creating a more inclusive workplace, and Point Foundation alumni.

“We don’t succeed unless we all succeed together,” said Claire, a JCPenney associate and member of the Pride BRT, as she reflected on this year’s theme.

In planning the collection, the JCPenney Creative Coalition used self-reflection, individual expression and strengthening connection within the LGBTQ+ community as inspiration. This month and beyond, JCPenney applauds the vibrancy, authenticity and strength of the LGBTQ+ community.

Supporting Point Foundation

100% of net profits from the Hope & Wonder Pride Month merchandise will go to Point Foundation, the nation’s largest LGBTQ+ scholarship nonprofit and a champion for equal access to higher education for all people. Point combines financial scholarships, mentorship, leadership programming, and community support for LGBTQ+ college students attending US-accredited educational institutions. The organization, founded in 2001, fosters the next generation of LGBTQ+ leaders to create positive change in every industry and communities around the world.

Funds donated by JCPenney will support Point Foundation’s Community College Scholarship program. To date, JCPenney has funded 20 community college students throughout the United States.

As part of this annual partnership, two representatives of JCPenney’s Pride BRT, Missy, Pride BRT chair, and Brian, Pride BRT membership lead, spoke to students on March 23 at the Point Foundation Community College Conference to inspire the next generation of LGBTQ+ leaders on the importance of authenticity in building a successful career. Then, on April 24, Point Foundation Executive Director and CEO Jorge Valencia joined JCPenney associates for a hybrid conversation about the work of Point Foundation, Jorge’s journey as a leader and the enduring importance of LGBTQ+ representation.

Support Point Foundation by shopping the new Hope & Wonder Pride Month collection available in stores and online at

About Hope & Wonder

Hope & Wonder is JCPenney’s private label brand for everyone in the family designed to commemorate moments that matter. Hope & Wonder celebrates cultural observances throughout the year: Black History Month, Women’s History Month, Asian American and Pacific Islander Heritage Month, Pride Month, Juneteenth, and Hispanic Heritage Month.

In addition to corporate contributions, all net profits from Hope & Wonder sales are donated to nonprofits selected by JCPenney associates. Since Hope & Wonder launched in 2022, JCPenney has invested over $1,000,000 in Hope & Wonder partnerships as part of our ongoing commitment to celebrating diversity.

Hope & Wonder brand campaigns include JCPenney associates, community leaders, and members of the JCPenney Creative Coalition – the passionate, cross-functional team of diverse designers who create each Hope & Wonder collection.

For more information on Hope & Wonder, please visit our media resource microsite here.

About Point Foundation

For more than 20 years, Point Foundation has been empowering promising LGBTQ students to achieve their full academic and leadership potential – despite the obstacles often put before them – so they can make a significant impact on society. Point is the nation’s largest scholarship-granting organization for LGBTQ students in postsecondary education.

Share the Post:

Recent Posts

Sign up to receive updates from the JCPenney Newsroom to your inbox.

View our privacy policy or, for California residents, our California privacy notice.
Scroll to Top