It's no secret that J.C. Penney wants to be like Macy's.

And since J.C. Penney can't tap celebrities like Usher, Mariah Carey, and Carlos Santana to promote its adult-centered store merchandise, they've aimed their targets at a more impressionable audience. That's right, people. We're talking about the bright young things.

Translation: The tweens, teens, and young adults alike.

The department store plans on making its attack on the junior's department this fall -- just in time for the annual back-to-school shopping expedition parents begrudgingly take their young people every year.

Kimora Lee Simmons will launch her glamorous hip-hop inspired pieces for divas in training this fall, alongside the new American Living -- which is the brand owned by Ralph Lauren, geared towards young men.

In addition, J.C. Penney will be debuting a new in-house private brand called Decree.

While we applaud the department store for its new and exciting fashion initiatives, we aren't sold. Why? Because we can't see the store going from unflattering Arizona light wash jeans to moderately priced chic fashion a la Target and its GO International campaigns. How do we covet a brand that we only know exists because we can buy socks and towels their for cheap. In fact, it hurts our brain just thinking about it.

What do you guys think? Are you excited about the new, fresher, possibly cooler J.C. Penney?

[via WWD]