Actress Gabrielle Union is expanding her PROUDLY Baby Care line by partnering with JCPenney to launch a new kids’ clothing collection. The brand, initially launched in 2022 by Union and her husband, Dwyane Wade, started with skincare products and later expanded to include haircare items. The latest addition, a clothing line for children, was not part of the original plan but emerged in response to customer demand.
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The new collection, unveiled at a launch event at the Babylist Showroom in Beverly Hills on May 20, is inspired by the couple’s 7-year-old daughter, Kaavia James Union Wade. Known for her lively personality, Kaavia played a significant role in the design process. Union shared that the collection is based on elements from Kaavia’s nursery, including animals, colours, textures, and prints that reflect their family’s love and her daughter’s preferences.
In an exclusive interview, Union expressed that being a parent has taught her the value of affordability and convenience when it comes to children’s clothing. The new line is made from high-quality materials, designed to be mix-and-matchable, and crafted to withstand wear and tear, ensuring longevity and practicality for families. Emphasising inclusivity, Union highlighted that the range caters to all skin tones and hair textures, offering hypoallergenic and soft pieces that are both stylish and durable.
With Kaavia’s endorsement, Union revealed that her daughter enthusiastically approved of the new collection, describing it as “so cute” in her signature Southern accent. The mother-daughter duo recently featured in PEOPLE’s World’s Most Beautiful issue, where Kaavia showcased her affection for matching pajamas with her mum. Union hinted at the possibility of expanding the PROUDLY line to include bedding and cribs in the future, while maintaining a focus on products that cater specifically to the needs of melanated babies.
Reflecting on her own childhood memories, Union shared her personal connection to JCPenney, recalling that she sourced all her school essentials and more from the retailer’s catalog. As she looks towards the future of PROUDLY, Union envisions a broader range of offerings that align with the brand’s mission of providing quality and stylish products tailored for diverse families. The expansion aims to capture the essence of what works best for “our skin, our hair, our style, our flavor,” ensuring that the brand continues to resonate with its target audience.
Gabrielle Union’s dedication to creating a brand that celebrates diversity and meets the practical needs of families shines through in the expansion of her PROUDLY Baby Care line. By collaborating with JCPenney to introduce a children’s clothing collection, Union is not only expanding her business but also providing a platform for inclusive and affordable fashion choices for parents and caregivers. As the brand continues to evolve, it is clear that Union’s passion for empowering families and nurturing children’s individuality remains at the heart of PROUDLY’s journey.