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, Juneteenth, and Hispanic Heritage Month.
In recognition of each cultural moment, JCPenney makes a donation to a nonprofit selected by our associates. Since Hope & Wonder launched in 2022, JCPenney has invested $1,500,000 as part of its commitment to celebrating diversity.
Hope & Wonder™ brand campaigns include JCPenney associates, community leaders, and members of the JCPenney Creative Coalition, the cross-functional team of passionate BIPOC designers who create each Hope & Wonder™ collection.
What makes Hope & Wonder™ distinctive?
The Creative Coalition: The Creative Coalition at JCPenney is a cross-functional team of passionate BIPOC designers who bring their authentic selves and distinctive voices to creating each Hope & Wonder™ collection.
The Creative Coalition’s ongoing mission is to establish JCPenney as a year-round authentic resource for apparel, accessories, gifts, beauty and home by speaking to the heart of important cultural moments.
Hope & Wonder Calendar
Previous Coverage
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2024
- CBS Austin: Meet our CBS Austin September Community Partner, Latinitas
- Telemundo Austin: Cultura es Fuerza con Latinitas & JCPenney
- The Tease: JCPenney’s Emily Baker and Latinitas’ Gabriela Kane Guardia Provide a Closer Look at Their “Culture is Strength” Event
- CBS Texas: "Grandmother of Juneteenth" Opal Lee moves into new home on family's former lot in Fort Worth
- Essence: 'Grandmother of Juneteenth' Opal Lee Gifted New House, Built Where Her Family Home Was Burned Down By Racist Mob 85 Years Ago
- People: 'Grandmother of Juneteenth' Opal Lee Gets New Home on Family's Old Lot 2023
- Business Wire: JCPenney’s Hope & Wonder brand continues to build in 2023 with the relaunch of its Black History Month collection 2022
- The Dallas Morning News: J.C. Penney’s new Hope & Wonder brand gives away 100% of profit to charities
- Yahoo News: JCPenney Launches Hope & Wonder™ Brand to Celebrate Festive Holidays and Give Back During Cultural Moments
- Storebrands: JCPenney Adds Juneteenth Items to Hope & Wonder Collection
- NBC Dallas-Fort Worth: Opal Lee’s Walk for Freedom Segment
- CBS Austin: We Are Austin: Hispanic Heritage Month: Latinitas is empowering all girls through media and tech!