September 15 marks the beginning of Hispanic Heritage Month, and JCPenney is proud to celebrate the beauty and brilliance of Hispanic culture this month and every month through our third annual Hope & Wonder Hispanic Heritage Month collection in support of Latinitas, a nonprofit that empowers young Latina girls, and all girls, through media and technology.
Bringing the Collection to Life with the Creative Coalition
This year’s collection theme is “Cultura is Strength,” which served as inspiration for the designs developed by JCPenney’s Creative Coalition, a cross-functional team of diverse designers who bring their authentic experience to inspire each Hope & Wonder collection. This collection was designed by Hispanic members of the Creative Coalition, and these associates, their family members, and members of the Hispanic Organization Promoting Equality (HOPE) business resource team (BRT), an internal group of culturally diverse associates whose mission is to elevate Latinx and Hispanic voices by promoting mentorship and career development, expanding cultural education and celebrating Hispanic heritage, are featured in the photoshoot for these designs.
“This year’s Hispanic Heritage Month collection symbolizes the strength in our culture. The bright hues project confidence and power, while the earth tones represent resilience and stability that are foundational to the Hispanic community,” said Pamela, a senior designer on the Creative Coalition. “Key design elements such as embroidery and natural motifs also help this year’s collection embody our vision of Cultura es Poder.”
Highlights of the collection include a guayabera for men and boys, an iconic traditional shirt popular in Central and South America, Mexico and the Caribbean for formal events, family gatherings and more; a floral dress for women and girls inspired by traditional embroidered dresses; a table runner and coffee mugs including traditional Latin American motifs designed for family food gatherings or to use as part of family ofrendas, traditionally displayed for Día de Muertos to honor loved ones that are no longer with us; and shirts sporting the slogan “More Amor Por Favor” to inspire unity.
Supporting Latinitas
This Hispanic Heritage Month, JCPenney is proud to partner with Latinitas for a third year in a row. 100% of net profits from the Hope & Wonder Hispanic Heritage Month collection will go to Latinitas to support their mission to empower young Latinas, and all girls, to innovate through media and technology.
Latinitas programming includes after-school clubs, camps, events and publications where they provide spaces, both physical and online, for students to express themselves, develop their skills, learn about their culture, and discover their unique voice.
To kick off the month’s celebrations, JCPenney and Latinitas partnered to present the “Culture is Strength” celebration at Austin PBS in Austin, Texas, celebrating the richness of cultural diversity and Latino heritage and previewing this year’s Hope & Wonder Hispanic Heritage Month collection. More than 30 models from the community showcased looks for the entire family, from back-to-school basics to seasonal fall favorites. JCPenney Salon & Beauty associates brought the fashion show to life, providing hair and makeup services for all participating models. Attendees enjoyed complimentary JCPenney beauty products, JCPenney CashPasses, and refreshments from a local restaurant, as well as performances from a mariachi band, traditional Venezuelan dancers and more.