Gabrielle Union and Dwyane Wade are making sure Black and Brown families feel seen in the babywear aisle. Their new PROUDLY baby apparel collection just launched at JCPenney, offering joyful, skin-friendly pieces made with intention.
This debut marks the power couple’s first baby clothing line under their PROUDLY brand — a name already trusted for its skincare products made for melanin-rich babies.
PROUDLY’s First Babywear Collection Launches at JCPenney
The collection became available on May 14, 2025, exclusively at JCPenney. Designed for babies up to 24 months, the PROUDLY line features onesies, beanies, hooded towels, and cozy footed sleepers. Each item was created to celebrate babies of color while keeping comfort front and center.
Union described the line as “about representation, quality, and celebrating all families.” The pieces also feature watercolor-inspired prints in warm, inclusive colors that flatter every skin tone.
Comfort, Affordability, and Inclusive Design for Every Baby
Parents will appreciate the details built into this collection. All fabrics are hypoallergenic and buttery-soft, making them gentle on delicate baby skin. These thoughtful materials reflect PROUDLY’s commitment to care and inclusion.
“We aim to provide parents options they can trust and feel good about,” said Union. The couple designed the line to offer something beautiful and affordable, ensuring no family has to choose between style and practicality.
Building on a Trusted Partnership with JCPenney
This babywear line is the latest addition to Gabrielle Union and Dwyane Wade’s growing relationship with JCPenney. Their earlier collaborations include Flawless by Gabrielle Union, a haircare line for textured hair, and the SimStyled salon experience available in select stores.
Chris Phillips, JCPenney’s SVP and GMM, praised the new line for blending beauty, comfort, and affordability. “It’s about helping families celebrate every cherished moment together without compromise,” he said.
PROUDLY’s Mission: Representation and Joy for Black and Brown Families
Since launching PROUDLY, Union and Wade have made it clear their brand stands for representation. What started as skincare for melanin-rich babies is now expanding into fashion that honors and reflects Black and Brown families.
Their mission is to fill a long-ignored space in the babywear market — one where children of color can see themselves represented, even in the smallest details like prints, fabrics, and colors.
As Union put it best: “Leave it to us to make babywear feel like a celebration.”
