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 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 $1,000,000 in Hope & Wonder™ partnerships and additional cultural initiatives 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 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.
2024 Hope & Wonder Calendar
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Pride Month (June) -
Juneteenth (June) -
Hispanic Heritage Month (September 15 - October 15)
Black History Month (February)
Women’s History Month (March)
Asian American and Pacific Islander Heritage Month (May)
Pride Month (June)
Juneteenth (June)
Hispanic Heritage Month (September 15 - October 15)
Previous Coverage
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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!
Black History Month (February)
Women’s History Month (March)
Asian American and Pacific Islander Heritage Month (May)
Pride Month (June)
Juneteenth (June)
Hispanic Heritage Month (September 15 – October 15)
