JCPENNEY CELEBRATES CULTURA DURING HISPANIC HERITAGE MONTH

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

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.