The retailer introduces a new design challenge, spotlights an exclusive partnership with Venezuelan-American singer-songwriter Joaquina and hits the road with Chef Jenny Martinez to highlight family, music, food, beauty and more

JCPenney is celebrating and uplifting Hispanic culture this Hispanic Heritage Month with initiatives intended to honor vibrant traditions and give back to communities.

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Guided by the Golden Rule and informed by associates who serve as thoughtful advocates for the community, JCPenney is proud to introduce several initiatives for Hispanic Heritage Month this fall. (Photo: Business Wire)

Hispanic Heritage Month offers the opportunity to appreciate the beauty and brilliance of the diverse cultures, rich histories and traditions of Hispanic people. As one of the fastest growing population segments and a significant part of JCPenney’s customer base, the retailer is committed to authentically celebrating and serving Hispanic and Latino families year-round in the communities where its customers and associates live and work.

Guided by the Golden Rule and informed by associates who serve as thoughtful advocates for the community, JCPenney is proud to introduce several initiatives for Hispanic Heritage Month this fall.

Introducing the Hispanic Serving Institutions (HSI) Design Challenge

JCPenney is proud to launch the Hispanic-Serving Institutions (HSI) Design Challenge, created to give full-time students enrolled in designated, Hispanic-serving colleges and universities nationwide an opportunity to showcase their creativity across our stores and online platforms. Students will have the opportunity to earn a cash prize and receive dedicated mentorship as they pursue their long-term career goals.

The theme for this year’s challenge is “Somos: We Are” and is inspired by the rich cultural tapestry of Hispanic and Latino communities. The challenge aims to celebrate Hispanic Heritage Month by encouraging participants to create innovative fashion pieces that honor their cultural roots, showcase traditional elements and promote unity within the community. Challenge participants are encouraged to explore and express their heritage through fashion by drawing inspiration from traditional textiles, patterns, symbols and colors and through positive and unifying messages that uplift and motivate the community.

Submissions are due by November 3, 2024. The first and second place winners will be awarded scholarships, an all-expenses-paid visit to JCPenney’s headquarters in Plano, Texas, mentoring sessions with JCPenney leaders and more. Winners will be notified by December 6, 2024. For full challenge rules and details on how to enter, visit the JCPenney Newsroom.

Cultura Is Strength

In celebration of Hispanic Heritage Month, JCPenney’s latest “Cultura is Strength” campaign features Hispanic beauty brand founders, nonprofit partners and JCPenney associates styled in fall fashions available only at JCPenney. Community leaders including Lulu Cordero, founder of Bomba Curls, Cece Meadows, founder of Prados Beauty, Ingrid Caribay Valero, a journalist with Telemundo, Camila Romero, Valero’s daughter, and several JCPenney associates share how they find strength in their culture, drawing on rich traditions from Mexico, Puerto Rico, Colombia, Venezuela and the Dominican Republic, where they trace their family roots, creating community through music, food, style and more.

As part of the “Cultura is Strength” campaign, JCPenney will also introduce an exciting partnership with Venezuelan-American singer-songwriter and producer Joaquina. Born in Caracas, Venezuela, Joaquina has lived in Miami since she was six years old. In 2023, she won the Latin Grammy for Best New Artist and takes musical inspiration from British rock to 90s pop to Venezuelan folk music. Joaquina is JCPenney’s Arizona brand ambassador for 2024 with more to come in 2025.

View the campaign on jcpenney.com.

Honoring the Heart of Culture this Hispanic Heritage Month

JCPenney is proud to introduce the 2024 Hope & Wonder Hispanic Heritage Month collection to support Latinitas, a nonprofit that empowers young Latina girls, and all girls, through bilingual media and technology education. The collection was designed by Hispanic members of the JCPenney Creative Coalition, a cross-functional team of diverse designers who bring their authentic experience to inspire each Hope & Wonder collection, and feature pieces designed with authenticity at the core. JCPenney associates and family members are featured in each collection’s photoshoot.

Designs within the collection use bright hues to convey confidence and power and earth tones to represent the resilience of the Hispanic community. Highlights 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.

To celebrate Hispanic Heritage Month, JCPenney will donate 100% of net profits from the Hispanic Heritage Month Hope & Wonder collection to Latinitas, a minimum donation of $100,000. Shop the collection at jcpenney.com.

Spotlight on Hispanic Founders and Creators

This fall at JCPenney, discover incredible brands and products from Hispanic-founded and -owned brands as well as creators in communities across the country.

First, catch Chef Jenny Martinez in a store near you! Jenny Martinez is a well-known Mexican-American chef and social media creator who shares her rich family history through recipes and cooking demonstrations on YouTube, TikTok and Instagram. Jenny believes dinner should be celebrated every day and is on a mission to unite families across America with her passion for cooking authentic Mexican food. Her cookware line, Mesa Mia, launched exclusively with JCPenney last year, and she’s hitting the road this fall to meet customers in person and to show off the new styles and colors in her collection, exclusively available at JCPenney.

• Cielo Vista Mall in El Paso, Texas (Store 0702) on Sept. 14 from 1 – 3 p.m.
• El Mercado Plaza in El Paso, Texas (Store 2960) on Sept. 15 from 1 – 3 p.m.
• La Plaza Mall in McAllen, Texas (Store 0226) on Sept. 28 from 1 – 3 p.m.
• Ingram Park Mall in San Antonio, Texas (Store 0631) on Sept. 29 from 1 – 3 p.m.
• Southplace City Center in Miami, Florida (Store 2660) on Oct. 5 from 1 – 3 p.m.
• Loop West in Kissimmee, Florida (Store 2945) on Oct. 6 from 1 – 3 p.m.
• Sun Valley Mall in Concord, California (Store 0691) on Nov. 9 from 11 a.m. – 1 p.m.
• Stoneridge Mall in Pleasanton, California (Store 0389) on Nov. 9 from 4 – 6 p.m.
• Vintage Faire Mall in Modesto, California (Store 1037) on Nov. 10 from 1 – 3 p.m.
• Plaza Bonita in National City, California (Store 0634) on Nov. 16 from 11 a.m. – 1 p.m.
• Chula Vista Shopping Center in Chula Vista, California (Store 1274) on Nov. 16 from 4 – 6 p.m.
• Glendale Galleria in Glendale, California (Store 0699) on Dec. 14 from 1 – 3 p.m.

Martinez will also be appearing in JCPenney’s lineup of ads during gameday on Prime Video each Thursday. Viewers can tune in to learn about limited-time deals announced in new ads weekly during the broadcast.

Finally, in four stores across the country, JCPenney is celebrating the contributions of local artists by commissioning an art piece to represent the influence of Hispanic culture in style, fashion, beauty or food in their communities. The artwork will be donated to local community institutions following the exhibition in stores.

• La Plaza Mall in McAllen, Texas (Store 0226): Artist Liz Umanzor will be in store on Sept. 28 from 1 – 3 p.m. local time to meet shoppers, and her work will be on display until Oct. 15.
• Stonewood Shopping Center in Downey, California (Store 1337): A piece by artist Jacquelin Valenzuela will be on display from Sept. 28 until Oct. 15.
• Westland Mall in Hialeah, Florida (Store 1953): A piece by artist Golden305 will be on display from Oct. 4 until Oct. 15.
• Queens Center in Elmhurst, New York (Store 2814): Artist Lady Pink will be in store on Oct. 5 from 2:30 – 3:30 p.m. local time to meet shoppers, and her work will be on display until Oct. 15.

For media assets, please visit the JCPenney Newsroom.

ABOUT JCPENNEY

JCPenney is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from jcp.com to more than 650 stores in the U.S. and Puerto Rico.

In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240912363741/en/

As one of the fastest growing population segments and a significant part of JCPenney’s customer base, the retailer is committed to authentically celebrating serving Hispanic and Latino families year-round.