On August 17, JCPenney and Latinitas proudly presented “Culture is Strength” at Austin PBS in Austin, Texas. The event brought together the community with music, dance, fashion and food to celebrate the richness of cultural diversity and Latino heritage ahead of Hispanic Heritage Month.
JCPenney presented a fashion show highlighting back-to-school and fall looks for the whole family, featuring styles from our portfolio of beloved national and private brands including the 2024 Hope & Wonder Hispanic Heritage Month collection, Wrangler, Worthington, Ryegrass, Arizona and more. Latinitas employees, program participants, parents and volunteers, as well as Austin City Council Member José Velásquez, served as the models, and JCPenney Beauty and Salon associates provided hair and makeup services for the event. The fifty models and volunteers were all treated to a healthy and hearty complimentary meal courtesy of Sweet Green. John-Carlos Estrada of CBS Austin and Salwa Yordi of Farandula Texas emceed the event.
In addition to the fashion show, the event featured performances by DJ Orion of Peligrosa, Mariachi Las Coronelas, Roy Lozano Ballet Folklorico de Texas, Tusuy Sonqo-Peru Folk Dance Group, and Danzas Venezuela Austin. With their ticket, attendees received a selection of beauty products courtesy of JCPenney Beauty, JCPenney CashPasses, and complimentary hors d’oeuvres provided by Suculenta Cocina Mexicana. Plus, one lucky winner was selected in a drawing to receive a $500 JCPenney gift card.
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.