







In 2022, JCPenney introduced Hope & Wonder™, a private label brand for everyone in the family designed to commemorate moments that matter. Hope & Wonder™ celebrates cultural observances throughout the year, such as Black History 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. In 2022, JCPenney contributed a total of $400,000 to Hope & Wonder™ nonprofit partners.
The JCPenney Creative Coalition
Hope & Wonder™ apparel is developed in-house by The JCPenney Creative Coalition, an inclusive group of designers who represent the communities being celebrated during Hope & Wonder™ cultural observances.
2023 Hope & Wonder Calendar

Members of The JCPenney Creative Coalition pictured here sporting apparel for the 2022 Hope & Wonder Black History Month assortment include, senior vice president of trend, brand management and design Valerie Harris, design director Brandi Wallace and senior designer Krystal Ellis.
Previous Coverage
-
2023
- Business Wire: JCPenney’s Hope & Wonder brand continues to build in 2023 with the relaunch of its Black History Month collection
- JCPenney News: JCPenney’s Hope & Wonder brand continues to build in 2023 with the relaunch of its Black History Month collection 2022
- JCPenney Blog: JCPenney Focuses on Black Health and Wellness this February
- JCPenney Blog: Meet The JCPenney Creative Coalition
- JCPenney Blog: Hope & Wonder™ Brand Brings Celebrations to Life and Gives Back
- Yahoo News: JCPenney Launches Hope & Wonder™ Brand to Celebrate Festive Holidays and Give Back During Cultural Moments
- The Dallas Morning News: J.C. Penney’s new Hope & Wonder brand gives away 100% of profit to charities
- JCPenney Blog: Hope & Wonder™ Brand Brings Celebrations to Life and Gives Back
- JCPenney Blog: Meet The JCPenney Creative Coalition
- LinkedIn: JCPenney PRIDE
- 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!
Media Assets
Contacts
JCPenney Corporate Communications
jcpnews@jcp.com