Dear Diary… I Just Dropped My Dream Collab at JCPenney -- and the Vibe es Pura Energia!

Latin Grammy Winner Joaquina turns her teenage dreams and lyrics into a bold back-to-school collection—only at JCPenney.

PLANO, Texas--(BUSINESS WIRE)--JCPenney:

querido diario,

i used to walk through JCPenney holding my mama’s hand, KNOWING who i would become. But never in a million years did i think the same place would be the home of my first-ever fashion collab.

but here we are.
back at JCPenney --
this time, it’s mine.

introducing: the JCPenney x Joaquina back-to-school collection. my limited-edition drop made for people like me: bold, electric, and figuring it out one lyric, one outfit, one messy, magical moment at a time. i'm obsessed with the lace-knit and plaid mesh dresses that hug just right, the flared low-rise jeans, slouchy dad denim and the oversized sweatshirts printed with my lyrics.

the Be Electric collection was inspired by my love of 90s fashion, different textures and layers. but it’s more than that.
it's a love letter.
to identity.
to mi cultura.
to heartbreak and healing.
to being 15 and scribbling lyrics in your math notebook because you didn’t know how else to say what you felt.

every piece is designed to help you show up as you --
even when the words don’t come easy.
the skirts that swish when you walk in the room.
the cozy zip-up hoodies that feel like home.
the cropped baby tees, the ribbon, my signature lightning bolt.
(it’s giving main character energy).

this isn’t just a collab.
it's my story in fabric.
and a reminder that showing up as your truest self is always enough.

we’re celebrating the only way we know how-- july 19^th at Dadeland Mall in my ciudad de miami, with a one-of-a-kind JCPenney bedroom hangout that looks like it came straight out of my diario.

i'll be performing IRL as the finale act to JCPenney’s “Summer Deal Jam,” a music festival-inspired series of can’t miss deals, in time for everything you need for school.
there’ll be friendship charm stations, journaling corners, spaces to leave a note to your younger self (mine would say, ‘keep writing, it’s all gonna make sense someday.’), and NYX cat eye tutorials that will have you feeling mas tú que nunca.
it's not just fashion. it's a feeling. it's a vibe.

also!! ten fans are getting invited to a private meet + greet – AND get a shot at winning $5,000 to help start their next chapter.
to enter, answer two questions on my instagram:
what makes you, you? what are your hopes and dreams?
whether it’s music, writing, art, or your own personal style, i want to hear it.
we'll pick ten standout souls.

“I poured my younger self into this collection – the girl who mixed Spanish + English like her own secret language and never saw herself in the dressing room mirror. JCPenney let me tell my story in every stitch. I hope these pieces feel like claiming identity and dressing for the life you dream of.” --
Joaquina

if you’re reading this, this is your sign.
Be eléctrica. Because when you own the vibe, es pura energía.

xo,
Joaquina

About JCPenney

JCPenney, part of Catalyst Brands, is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from jcp.com to more than 650 stores in the U.S. and Puerto Rico.

In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.