In February 2008 , the company launched the '' " American Living " '' brand , as developed by Ralph Lauren , across several product lines , including Men 's , Women 's , and Children 's Apparel and Shoes , Intimate Apparel , and Home . The launch , which was accompanied by an ad campaign during the 80th Academy Awards , was the company 's largest private brand launch . American Living for infant apparel was launched in July 2008
80th Academy Awards
80th Academy Awards
J. C. Penney