Whats happened to the clothing line of Jennifer Lopez?
Jennifer Lopez’s clothing line Sweetface on hiatus BY Joanna Sloame Yet another celebrity clothing line bites the dust. Jennifer Lopez, one of the first celebrities to foray into fashion with her JLO by Jennifer Lopez line in 2001, is downsizing her clothing brand. Sweetface, her urban streetwear spin-off line created in 2003, is discontinuing production after the current spring 2009 collection, WWD reported Wednesday. The company plans to relaunch a reformatted version of Sweetface at a future date, “with new messaging points and an entirely new fashion point of view.” Lopez’s venture into the fashion business has had its ups and downs over the years. After six years on the market, the singer-actress closed JLO in the US in 2007, although the line continues to be sold in 40 countries around the world. Undaunted, the Bronx native also launched justsweet, a sexy and sparkly mix of pants, jumpsuits and dresses to fill the gap between her casual JLO line and the high-fashion Sweetface, in
While Jennifer Lopez is staying busy filming her new movie, “The Back-Up Plan,” and recording songs for her first album since “Brave” was released in 2007, not everything in her empire is still going full steam ahead. We recently found out her Sweetface line has been temporarily nixed and will no longer be available in the States. The company said in a statement, “In light of new company strategies, we have decided to put the Sweetface line on hiatus while we prepare to reintroduce the brand in the near future with new messaging points and an entirely new fashion point of view.” Jennifer’s not the only celebrity to put a big screech on their fashion line this year. Back in March, Lauren Conrad decided to put her Lauren Conrad Collection on hold (though later she announced she would, instead, be turning her creative focus toward a line for Kohl’s). In February, Mandy Moore’s Mblem label was also shut down. This isn’t the first time the Latin beauty’s clothes have had to take a leave of
