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

  • 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)

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

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)

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