JCPenney launched a new private label apparel brand and the first collection will celebrate Black History Month. 

JCPenney launched a new private label apparel brand and the first collection will celebrate Black History Month. The retailer unveiled Hope & Wonder, a new private label apparel brand that will “commemorate moments that matter,” and its first collection will feature designs that celebrate Black History Month. The line is designed and curated by the brand’s in-house Creative Coalition, a team of BIPOC designers, and features a winning student design from JCPenney’s Young, Gifted and Black Design Challenge. The Creative Coalition produced fashion and home accessories to compliment three design themes: Mind, Body, Soul; Black History Pride; and Brilliantly Black & Black Girl Magic. The company was inspired to create the collection because of Black History Month’s theme that centered on Black mental health and wellness, and 100% of net proceeds from purchases will go toward nonprofit organization Black Girls Smile, which takes a “cross-sector approach” to Black wellness by providing young Black women with education, resources, and support to lead mentally healthy lives. The brand is also partnering with the organization to host a series of events and activities throughout the year in stores and local communities. (HFN)