Hope & Wonder™ | JCPenney Newsroom

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

Black History Month (February)

BHM COLLECTION

BHM PARTNER

BHM MEDIA RELEASE

Women’s History Month (March)

WHM COLLECTION

WHM PARTNER

WHM BLOG POST

Asian American and Pacific Islander Heritage Month (May)

AAPI COLLECTION

AAPI PARTNER

Pride Month (June)

PRIDE COLLECTION

PRIDE PARTNER

Juneteenth (June)

JUNETEENTH COLLECTION

JUNETEENTH PARTNER

Hispanic Heritage Month (September 15 - October 15)

HHM COLLECTION

HHM PARTNER

HHM MEDIA RELEASE

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.