Led by the JCPenney Creative Coalition, JCPenney is proud to introduce the next Hope & Wonder capsule collection in honor of Asian American and Pacific Islander (AAPI) Heritage Month.
Asian American and Pacific Islander Heritage Month was first introduced as Asian/Pacific American Heritage Week in 1979 and expanded to a month-long observance in 1990 before being written into law in 1992. May was selected for the observance to commemorate the first Japanese immigrants to the United States in 1843 and the completion of the transcontinental railroad in 1869, which was mostly constructed by Chinese immigrants.
Inspiration for the Collection
This year’s collection theme is ‘Stronger Together,’ which is displayed in the designs developed by JCPenney’s creative coalition. These designers identify as members of the AAPI community and are featured in the photoshoot for the collection.
“This collection celebrates the many amazing and unique cultures that fall within the AAPI community,” shared Angelique Tatad, kid’s textile designer and creative coalition member. “Our assortment is meant to empower and embrace our differences while also reminding us that we are stronger together when we support and celebrate each other.”
JCPenney Beauty will also take part in the celebration with a limited-edition beauty box featuring an assortment of must-have products from AAPI-owned or founded brands, available to purchase in stores and online.
Supporting The Asian American Foundation
100% of net profits from the Hope & Wonder AAPI Heritage Month merchandise will go to The Asian American Foundation (TAAF). Despite having the fastest growth rate of any major racial or ethnic group in the U.S., Asian Americans and Pacific Islanders receive less than 1% of foundation giving and corporate philanthropy efforts.
“TAAF was founded upon a desire to unite the ethnically diverse AAPI population under one organization with a shared mission to raise awareness on issues impacting the AAPI community,” said Communications and Philanthropy Senior Director Michelle Sing. “TAAF embodies our theme of ‘stronger together’ and their work around education, advocacy and narrative change is enabling meaningful progress on critical issues facing communities across the country and the lived experience of AAPIs today and generations to come. I am excited to be part of that work.”
Support TAAF by shopping the new Hope & Wonder AAPI Heritage Month collection available in stores and online at jcpenney.com.