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.

Community Engagement

Hope & Wonder cultural observances comes to life with programs engaging each nonprofit partner and the communities they serve.

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