JCPenney's Hope & Wonder Private Label Hits Milestone

Two years after launching its Hope & Wonder private label, JCPenney is celebrating its $1 million investments in partnerships and cultural initiatives as part of the retailer’s commitment to celebrating diversity.

Now in its third year, Hope & Wonder honors cultural observances throughout the year including Black History Month, Women’s History Month, Asian American and Pacific Islander Heritage Month, Pride, Juneteenth and Hispanic Heritage Month. 

Merchandise in the brand’s assortment is designed by JCPenney’s Creative Coalition, a cross-functional team of BIPOC (black, indigenous, and other people of color) designers who bring their authentic selves and distinctive voices to create each unique Hope & Wonder collection. The ongoing mission of the Creative Coalition 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.

“It’s important that our customers can see themselves reflected in our merchandise,” said Michelle Wlazlo, chief merchandising officer for JCPenney. “The Hope & Wonder brand uniquely allows our associates to connect with our customers over shared culture and traditions and enables us to better advocate for our communities through our philanthropic partnerships, which are chosen by associates.”

JCPenney’s Creative Coalition was initiated by senior vice president of trend, brand management and design Valerie Harris. Harris began her retail career with JCPenney 45 years ago as a part-time sales associate and later became the first African American female senior vice president at the company. 

In 2020, she identified a need to increase the authenticity of Black History Month products and creative opportunities for BIPOC designers. Since its inception, the Creative Coalition has expanded to allow more associates to become directly involved in the communities they represent and serve through their design work.

Hope & Wonder brand campaign visuals include JCPenney associates, community leaders and members of the JCPenney Creative Coalition sporting apparel from the assortment. In 2023, Dr. Opal Lee, the “grandmother of Juneteenth,” appeared in the retailer’s 2023 Juneteenth collection photoshoot and filmed an exclusive interview with JCPenney.

In 2023, beneficiaries included Black Girls Smile, JA Worldwide, The Asian American Foundation, Point Foundation, Unity Unlimited, Inc. in support of Opal’s Walk for Freedom and Latinitas. JCPenney’s support of these organizations goes beyond monetary donations through authentic engagement with their leaders and the causes they support. 

For example, in 2023, JCPenney associates marched alongside Dr. Opal Lee for the third year in a row at Opal’s Walk for Freedom in Fort Worth, Tex., honoring her life’s work to have Juneteenth recognized as a national holiday. Additionally, Latinitas named JCPenney its Corporate Partner of the Year for 2023.

In 2024, JCPenney is excited to support the important work of Black Girls Smile, Dress for Success Worldwide, The Asian American Foundation, Point Foundation, Unity Unlimited, Inc. and Latinitas by continuing its corporate commitment and by donating 100% of net profits through sales of the Hope & Wonder brand.