The spring advertising campaign from JC Penney Company for the first time focuses on the retailer's own range of designer brands as it seeks to attract shoppers trading down from high end stores and boutiques.

Lines such as nicole by Nicole Miller, Bisou Bisou by Michele Bohbot, ALLEN B by Allen B Schwartz, Fabulosity by Kimora Lee Simmons and I "Heart" Ronson by Charlotte Ronson will all feature in the campaign.

"Now more than ever, customers are looking for exceptional designer style at a price that makes sense for their families and their budgets," explains chief marketing officer Mike Boylson.

The retailer, which operates 1,093 department stores, has upped its style over the last several years with new national, private and exclusive brands to help differentiate it from its competitors in the economic downturn.

The new commercials, created with ad agency Saatchi & Saatchi, will launch during the 81st Annual Academy Awards on 22 February.