JLo Ends U.S. Apparel Era by Shutting Down ‘Sweetface’

June 24, 2009 • Celebrity Style

Jennifer Lopez

While House of Harlow adds apparel, reps for Jennifer Lopez's apparel line Sweetface have just announced that the sportswear collection will discontinue it's sales in the U.S. starting at the end of the current season. The line will continue to be available overseas where Lopez's celebrity is seemingly enough to still make sales. Stateside, however, the Sweetface line—founded in 2003—is no longer dressing to impress. 

Lopez made waves back in 2001 when she debuted her JLO by Jennifer Lopez line, pioneering the celebrity design revolution with one of the first crossover labels. For years she enjoyed the status, setting a popular albeit questionable trend of the time with her rhinestone-studded, velour tracksuits. She also hit paydirt with the extensions of her line including costume jewelry, footwear, and fragrances. Today those extensions are the only thing left of her empire, having lost notoriety in her apparel line over the past several years. In 2007, she closed the JLO by Jennifer Lopez company in the U.S., deciding to keep the line exclusively international. The U.S. company was replaced by a new line called justsweet,
which also closed in September after only a few seasons at retail. Company
executives had planned to relaunch the JLO brand in the U.S.
exclusively on ShopJLO.com in March, but has not been able to get the updated label off the ground to date.

An ad campaign for Sweetface from last year

The Sweetface line itself was a designed as a higher end, contemporary spin off of JLO by Jennifer Lopez. When the collection debuted in 2003, it was quickly scooped up by luxe retailers like Shopbop and Intermix. Even in 2006, the company was said to be bringing in about $200 million at retail, yet that was seemingly the beginning of the end of Lopez's apparel era and JLo herself even stopped wearing the clothes. Yet, despite the plans to shut down the label, Lopez's company reps released a statement stating the shuttering may be temporary. They said, “In light of some 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." Please JLo! Don't do us anymore favors.

Article Source: WWD
Photo Source: WWD, ibabuzz

-Alia Rajput

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