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.
To learn more about JCPenney’s Creative Coalition, download this fact sheet.
2025 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!
