SPONSORED
Hispanic Heritage Month may not officially kick off until September, but JCPenney got the festivities started a little early with their “Culture is Strength” (“Cultura es Fuerza”) fashion show, which took place at Austin PBS in Austin, Texas on August 17th. Presented in partnership with Latinitas, the community event was a vibrant celebration filled with music, dance, food, and fashion, honoring the richness, heritage, and cultural diversity of the Hispanic, Latino and Latinx communities.
The fashion show extravaganza showcased a variety of back-to-school and fall looks for the whole family, including styles from JCPenney’s 2024 Hope & Wonder Hispanic Heritage Month collection. The best part? One hundred percent of net profits from the Hope & Wonder Hispanic Heritage Month collection went towards Latinitas to help support their mission of empowering young Latinas to innovate through media and technology.
Serving as the only brick-and-mortar retail sponsor of the event, JCPenney tapped its talented Beauty + Salon team to be on-site for hair and makeup, under the leadership of Professional Team Manager Emily Baker. While backstage at the event, Baker and team used an array of Hispanic-owned brands from JCPenney’s portfolio — including Shades by Shan, Reina Rebelde, Bomba Curls, and Prados Beauty — to create dazzling looks for all of the models.
The Tease had the pleasure of connecting with Baker as well as Latinitas’ Executive Director Gabriela Kane Guardia to discuss the significance of the “Culture is Strength” event for the Hispanic community and how it aligns with both JCPenney’s and Latinitas’ respective missions. Keep scrolling for their insights.
In Conversation with Latinitas’ Executive Director Gabriela Kane Guardia
The Tease: Can you tell us more about the “Culture is Strength” event and its significance for the Hispanic community?
Gabriela Kane Guardia: The “Culture is Strength” event, presented by Latinitas and JCPenney at Austin PBS, is a vibrant celebration of our community’s diversity and cultural heritage. This event is a platform where we can showcase the beauty and strength of our traditions through music, dance, and fashion. It’s particularly meaningful because it highlights the power of cultural expression in shaping identities and building connections within the Latino community. By bringing together families and individuals from different backgrounds, we’re celebrating what makes us unique while reinforcing the shared values that unites us.
What were some key goals and outcomes you hoped to achieve through this event?
Guardia: Our goal was to create a space where the Latino community can come together to celebrate our cultural identity and share these traditions with the next generation. We wanted attendees to feel inspired and proud of their heritage, especially as they see themselves represented in the fashion, performances, and overall experience of the event. Additionally, we aimed to bring awareness to our partnership and the meaningful ways that JCPenney lifts up their Latino customers as part of America’s diverse working families. Having a national retailer demonstrate this kind of commitment and thoughtfulness to representing diverse cultures makes a big difference at the community level.
What does JCPenney’s sponsorship of this event mean to you, and how did it help achieve your goal for the event?
Guardia: The “Culture is Strength” event is a culmination of a three-year partnership between Latinitas and JCPenney. For the last three years, JCPenney has dedicated 100% of the net profits from their Hope & Wonder Hispanic Heritage Month collection to Latinitas, allowing us to elevate the organization on a national level. Through JCPenney’s seasonal campaigns, and, with events like this, we can deepen our investment in our Texas community where we’re based. The support JCPenney has given over these past two years, along with this year’s commitment adds up to $300,000. This has been transformative. It’s allowed us to expand our reach and invest in our core vision: making sure young Latinas and all girls have the opportunities to become anything they want to be.
What does JCPenney’s Hope & Wonder Hispanic Heritage Month Collection represent to the Hispanic community?
Guardia: The Hope & Wonder Hispanic Heritage Month collection is more than just fashion — it’s a celebration of our identity. Having members of the Latino community design these looks is so important. The JCPenney Creative Coalition members behind each year’s Hispanic Heritage Month collection make sure the looks are relevant and authentic. By integrating color palettes and designs that resonate with the Latino community, JCPenney is honoring our stories and traditions in a way that’s accessible and meaningful. One example is the guayabera men’s shirt from this year’s collection, a popular traditional fashion item in places like Panama, where my family is from. Members of my family frequently wear the guayabera for special occasions and family gatherings, so seeing it included in this collection — and available throughout the U.S. in JCPenney stores around the country — feels particularly special. The models for this collection are also families from the Latinitas community and JCPenney associates, so having that authentic representation in marketing the collection is extra special. The fact that 100% of net profits from this collection will benefit Latinitas is a powerful statement of support, reinforcing the idea that our culture is not only to be celebrated but also invested in.
How can individuals and organizations get involved or support Latinitas’ mission beyond this event?
Guardia: Those seeking to get involved with Latinitas can contribute by volunteering, donating, or becoming mentors to our students. Organizations can partner with us on various initiatives that promote educational and leadership opportunities for youth. We’ve been immensely grateful to have JCPenney associates volunteer with our students during summer camp and share about their professional journeys, inspiring these girls to explore a number of careers. By engaging with Latinitas, you’re helping to ensure that young Latinas, and all girls, have the tools and resources they need to succeed, thereby strengthening our community as a whole. Learn more at LatinitasOnline.org and finally, shop JCPenney’s Hope & Wonder Hispanic Heritage Month’s collection—100% of net profits benefit Latinitas!
In Conversation with JCPenney Professional Team Manager Emily Baker
The Tease: What does it mean to JCPenney Beauty + Salon to have been the only brick-and-mortar retail sponsor of this event?
Emily Baker: It is an honor for JCPenney Beauty + Salon to partner with Latinitas. At JCPenney Beauty + Salon, we believe in the importance of inclusion and diversity, providing platforms where every voice can be heard and celebrated. By sponsoring Latinitas, we’re actively participating in an event that uplifts and inspires young Latinas, helping them to see the beauty in themselves and their culture.
This partnership also allowed us to showcase our diverse range of beauty and salon products and services, which are designed to meet the unique needs of our communities. It’s a meaningful way for us to connect with our customers on a deeper level, reinforcing our commitment to serving and celebrating all communities. During this event our Hispanic-owned beauty brands such as Shades by Shan, Prados Beauty, Bomba Curls, and Reina Rebelde were amongst the products being used for the makeup looks and hair.
How did you approach creating hair and makeup looks that celebrate and honor Hispanic culture?
Baker: To approach creating hair and makeup looks that celebrate and honor Hispanic culture, I focused on understanding and appreciating the rich diversity within the culture. Hispanic culture encompasses a wide range of traditions and styles, so I drew inspiration from various sources, including traditional and current hairstyle trends. In makeup, I used a range from vibrant colors, natural earthy hues, trending looks and iconic makeup techniques passed down through generations.
Ultimately, it’s about celebrating the beauty of Hispanic culture by showcasing its unique styles and stories through hair and makeup, while ensuring that the representation is both accurate and empowering.
Can you describe the collaboration process with the Latinitas team in planning for the fashion show?
Baker: Collaborating with the Latinitas team was an inspiring and seamless experience. They are amazing partners who were actively engaged throughout the entire planning process. This ongoing collaboration allowed us to create a fashion show that truly reflects our shared vision and commitment to celebrating the beauty and creativity within the Hispanic community.
How does participating in events like “Culture in Strength” align with JCPenney’s overall mission and values?
Baker: At JCPenney, our mission is to celebrate America’s diverse working families. Our JCPenney Beauty + Salon division aligns with this focus and prioritizes diversity and inclusion from the brands we carry to the many events we participate in across the country. Hispanic and Latinx communities represent nearly 20% of JCPenney’s customer base.
How do you hope JCPenney’s involvement in this event will impact the Hispanic community and the participants?
Baker: I hope the Hispanic community and participants feel represented and inspired by the head-to-toe looks curated by JCPenney. We are known for the great value in our merchandise without compromising quality. I also hope that we can capture the hearts of a future JCPenney associate in the audience that would like to join our team and mission to serve diverse working families. JCPenney is committed to empowering women in the workplace with a focus on Latina representation.
To learn more about Latinitas, be sure to visit latinitasonline.org or follow @latinitas on Instagram. And to learn more about JCPenney Beauty + Salon, including available job opportunities, be sure to visit their website.
