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 Septmber 2007, but this too was discontinued after only a few seasons.
Lopez turned her 2003 endeavor, Sweetface, into a high-end line, found at retailers such as Intermix, and the brand made $200 million in 2006, according to New York magazine.
But it’s tough times for style-savvy celebrities: Sweetface follows in the fading footsteps of Lauren Conrad’s signature clothing line and Mandy Moore’s shuttered line.
NY Daily News
