In February JCPenney launched its new American Living label with much fanfare, running seven Bruce Weber–directed television spots during the Academy Awards. Shoppers who think that the $40 polo shirts, $70 madras plaid skirts and $65 preppy canvas totes look a lot like Ralph Lauren’s designs are on to something. The collection was masterminded by Lauren and his Global Brand Concepts division, which was launched last year to develop new lines for stores. JCPenney is its first customer, and, as of press time, the division had no plans for other such projects. “Our goal was to develop a brand that would bring timeless style to a new customer,” Lauren said. Expect a preppy resurgence at your local mall this spring.