JCPenney x Joaquina BE ELECTRIC Collection
To launch its exclusive back-to-school collab with rising Venezuelan-American artist Joaquina, JCPenney set out to connect with Hispanic Gen Z and Alpha in a way that felt personal, not promotional. The result? A social-first, earned-led campaign rooted in cultural pride and self-expression, not just selling clothes, but telling a story.
With the rally cry “Be Electric. Own the Vibe,”
we tapped into a generation discovering their identity through genre-blending artists like Joaquina and made fashion feel like something deeper, something you carry on the inside.
The campaign culminated in an exclusive VIP event that turned a Miami JCPenney store into a nostalgic Y2K-style bedroom-meets-studio, where media, influencers and fans could vibe with Joaquina, customize journals, and experience the collection IRL.
From IG sweepstakes for a trip to Miami, to in-store eyeliner demos and intimate convos about identity, this drop proved JCPenney isn’t chasing trends, it’s championing the next generation of them.
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