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JCPenney Announces Second-Year Partnership with Black Girls Smile




It was so nice, we thought it would be even better if we did it twice. Last month, national retailer JCPenney chose Black Girls Smile, for the second year in a row, to partner on their Black History Month collection 'Hope & Wonder.' Black Girls Smile will receive 100% of the net proceeds to enhance and expand the resources and services provided by the organization to young Black Women and Girls.


“Hope & Wonder celebrates diversity and showcases a range of apparel and accessories for the entire family. This brand continues to build on our ongoing commitment to inclusivity and appreciation for our diverse customers and associates," said Michelle Wlazlo, JCPenney’s chief merchandising officer.


BGS Founder and Executive Director Lauren Carson is excited about the continued partnership.


“Black Girls Smile is extremely excited to partner with JCPenney for the second year to celebrate Black History Month. Our continued collaborative partnership helps BGS to expand our programming and initiatives focused on uplifting and empowering the mental health and well-being of Black women and girls. We truly appreciate the continued support and encouragement from JCPenney’s team and community through the commitment to honoring and celebrating Black history and wellness," stated Carson.


After last year's collection launch, JCPenney donated $100,000 for BGS activations and programs like the Charlyne McFarland Therapy Assistance Program, named in honor of Carson's grandmother, who was dedicated to providing social services to the most vulnerable and under-served communities.


This year, BGS plans to expand its program offerings to even more participants as we continue to offer all programming and activities free of charge.


Need another excuse to shop? Shop the BGS X BHM Collection knowing your dollars have a purpose!

You can help Black Girls Smile in other ways:



Check out our events page for upcoming events.

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