Gabrielle Union And Dwyane Wade’s Baby Brand Is More Than Cute, It’s Purpose-Driven

Watch out, Gerber babies. Gabrielle Union and Dwyane Wade are entering the baby fashion game, and they’re doing it in serious style.

The power couple just launched an exclusive baby apparel line under their PROUDLY brand, and it officially dropped May 15 at JCPenney.

Known for creating baby care products for melanin-rich skin, PROUDLY is now expanding into clothing, and the result is a joyful, inclusive, and irresistibly cute collection designed to make stylish, high-quality babywear accessible to every family, including Gabrielle Union and Dwyane Wade's.

Back in 2022, the Wades spoke on their brand’s expansion to Target, explaining, “Inspired by our daughter Kaavia, we set out to create baby care products formulated specially for babies with melanated skin."

They added, "Through our partnership with Target, [the] products will now be widely available to more communities, parents and caretakers. We are so grateful to be partnering with Target, which is aligned with our mission to embrace and celebrate babies of color.”

Now, they are teaming up with another well-known company: JCPenney.

“We wanted PROUDLY’s first step into apparel to be with a partner who truly understands our vision, and JCPenney does,” Gabrielle Union said in a statement via a press release shared with The Blast. “It’s about representation, quality and celebrating all families."

She added, "We aim to provide parents options they can trust and feel good about, ensuring every child, regardless of their background, has access to something special.”

The "Bring It On" star is a stepmom to Wade's children Zaire, 23, Dahveon, 21, Zaya, 17, and Xavier, 11, and mom to 6-year-old Kaavia.

The PROUDLY line is all about the real (and yes, sometimes messy) magic of parenthood.

Featuring two-piece sets, footed sleepers, breezy onesies, soft hooded towels, baby turbans, sleeveless rompers, and adorable beanie sets, the collection is made with hypoallergenic, breathable fabrics designed to be gentle on every baby’s skin. There’s even room for tiny real pockets, because fashion starts young.

And in case you’re wondering, yes, the prints are that cute.

The line includes a vibrant color palette and whimsical watercolor animal prints that not only pop in Instagram photos but are also designed to complement a wide range of skin tones. It’s stylish, functional, and inclusive, just like everything Gabrielle and Dwyane do.

Launching exclusively at JCPenney, the line is available online and in select stores starting today. And with prices that “feel almost too good to be true,” parents no longer have to choose between affordability and style.

“At JCPenney, we believe that every parent deserves access to stylish and high-quality baby apparel that reflects their love and commitment to their little ones,” Chris Phillips, Senior Vice President and General Merchandise Manager at JCPenney, said. “The PROUDLY collection offers not only beautiful designs but also prioritizes comfort and affordability, ensuring that families can celebrate every cherished moment together without compromise.”

The launch also marks another chapter in JCPenney’s expanding partnership with the iconic couple.

PROUDLY’s baby line joins an impressive portfolio already available at JCPenney, including Flawless by Gabrielle Union and the SimStyled salon experience, further solidifying the retailer’s commitment to representation, quality, and inclusivity.

JCPenney’s ongoing “Yes, JCPenney!” campaign, designed to spotlight the brand’s mix of style, value, and accessibility, finds its perfect match in PROUDLY’s mission. Together, they’re redefining what it means to shop for baby essentials by offering fashion-forward designs with real-world practicality.

PROUDLY was created with one goal in mind: to put the needs of today’s beautifully diverse families front and center.

From skin and hair care to diaper-time essentials, the brand delivers gentle, moisture-packed products made with clean, trustworthy ingredients, aka “No Sketchy Stuff.” Co-founded by Gabrielle Union and Dwyane Wade in partnership with A-Frame Brands, PROUDLY is proudly Black-owned and operated by a diverse team of parents and professionals who get it.

So if you're shopping for a new arrival, building your baby registry, or simply refreshing your little one’s wardrobe, PROUDLY is bringing the heat. And the next time someone asks where that adorable romper came from? You can smile and say, “Yes, JCPenney.”