Jennifer Lopez has decided to halt production of her Sweetface clothing line. Though Lopez was a pioneer in the celebrity clothing business, her hardly storied design career has been turbulent and, well, kind of sad. Try to suppress your shock. In 2001, she launched JLO as one of the first celebrity fashion lines. Remember her shows at New York Fashion Week? Despite the initial hype, the industry didn't take her as a serious designer, and the line never attained the success of, say, Gwen Stefani's L.A.M.B. label. (Hell, we practically forgot she had a line until today's news.) In 2007, Lopez finally decided to close JLO in the U.S. and distribute it only in other countries. But she thought America wanted more apparel by her, so she launched justsweet, which closed after only a few seasons at retail. If you find all this confusing and hard to keep track of, then you understand the main problem with the Lopez brand.
In 2003, Lopez launched Sweetface as an urban-streetwear spinoff to the JLO line. Was that necessary? Probably not. It wasn't long before Sweetface evolved to a high-end contemporary line sold by places like Shopbop.com and Intermix. In 2006, it pulled in $200 million. But that lucre was short-lived.
Lopez's clothing lines seem just as volatile as her image. One day she's Selena, then she's Jenny From the Block, then she's J. Lo, then you're on a red carpet circa 2007 and all the photographers are saying you'd better not dare call her J. Lo or she won't pose for pictures. And then she's having Marc Anthony's babies and getting bangs, all the while not wearing any of the clothes or shoes or jewelry she purportedly designs.
Lopez plans to relaunch Sweetface "in the near future with new messaging points and an entirely new fashion point of view." And if things don't work out that hundred millionth time around, her babies won't go hungry. JLO is still sold in 38 freestanding franchise stores and in 40 countries outside the U.S.
Most Viewed Stories
Brad Pitt Fights Back Against Angelina Jolie and Her Plot to ‘Destroy’ Him
I Tried Hillary Clinton’s Diet and Now I Sympathize With Her
Looks Like Kate Middleton Is Enjoying the View in Canada
What It’s Like to Be a Female Reporter Covering Donald Trump
The Best Part of Being a Royal Is Getting to Pet Bunnies
22 Intimate Lost Photos of Marilyn Monroe
Trump Campaign Manager Accidentally Refers to His ‘Abuse’ of Women on Live TV
Megyn Kelly Roasts Trump’s Campaign Manager for Claiming He Doesn’t Make Sexist Comments
Misty Copeland Did Her Own Makeup for This Ballet Book
Blac Chyna Tweets Out Rob Kardashian’s Phone Number As an Apparent Warning to His Fangirls
From Our Partners
powered by PubExchange
Latest News from The CutHeading Into the Weekend Like …
Same, baby panda.All the Street Style From Paris Fashion Week
Hari Nef, so many coats, rainbow tassels.Cool New Paris Fashion Trend: Feminism
Dior models walked in T-shirts with political slogans.Pregnant Women Told to Consider Avoiding Southeast Asia Because of the Zika Virus
Same goes for women trying to get pregnant.Donald Trump Urges Voters to ‘Check Out’ Alicia Machado’s Sex Tape
The Republican nominee decides the best way to combat allegations of misogyny is to slut-shame the woman making them.Michelle Obama Writes Essay for The Fader Encouraging Kids to Be Cool, Stay in School
The Princeton grad doesn’t care about your plan to achieve viral success.Is the Cast of Girls Going to Be Okay?
Lena Dunham and Allison Williams seem to be taking things particularly hard.Alcohol Will Make You Happier Instantly, As You Probably Know From Experience
Scientists say alcohol has the same effect as a rapid antidepressant.Vetements Taps Margiela Alum
The design collective will hire Margiela’s Nina Nitsche.The One Thing My Husband and I Have Never Fought About? Money.
Buying a Coke can feel as loaded as buying a new home.
That’s certainly one tactic to try.Luxury Hotels Are Using Falcons to Protect Celebs From Paparazzi Drones
These falcons are trained to wipe out drones.I Tried Hillary Clinton’s Diet and Now I Sympathize With Her
I was also extremely hungry.The Weeknd Is Working on Some Fashion Projects With Puma
Expect a footwear and clothing collection next year.Blac Chyna Tweets Out Rob Kardashian’s Phone Number As an Apparent Warning to His Fangirls
That’s one way to get the man to change his number.Trump Spokesperson Says Hillary Clinton Has ‘Failed Miserably’ As a ‘Champion for Women’
We can agree to disagree.Kesha Shows Her Support for Miss Universe Alicia Machado After Being Body-Shamed by Donald Trump
“You did not deserve to be shamed by this monster.”A Glimpse Into Marilyn Monroe’s Private Life
Whoopi Goldberg curated intimate portraits of the icon in a new exhibit, featuring photographs by Milton Greene.Nate Parker Addresses Rape Accusations in 60 Minutes Clip
He went on the record with Anderson Cooper.Paris Fashion Week’s Runways Are Still Overwhelmingly White
It’s been only three days but the numbers are bleak.