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

Jennifer Lopez chats between takes on the set of ‘The Back-Up Plan’. The movie is a romantic comedy about a woman who conceives twins through artificial insemination, only to meet the man of her dreams on the very same day. J-Lo’s twins Max (in right arm) and Emme (in left arm) were also on set with their mother. Friday, June 12, 2009:

After taking a break to spend time with her twins, Jennifer Lopez is back on the scene filming her next movie, The Back Up Plan.The movies stars Lopez as a woman who conceives twins through artificial insemination only to meet the man of her dreams on the very same day.

On Monday, June 15th, Lopez will be filming scenes for the movie at 400 Colorado Bl, Pasadena.
Examiner

5 Years ago today Jennifer and Marc got married on June 5, 2004. Us fans hope they have a fantastic day!

Busy mom Jennifer Lopez is back in front of the cameras after a three-year absence from the big screen, and our own Kevin Frazier got a chance to hang with the star on the L.A. set of her new movie from CBS Films, ‘The Back-Up Plan.’ But where are twins Max and Emme?

The twins, just a little over a year old, are always a few steps away from the set, and Jennifer says, “I bring the babies to work with me. I love it. Honestly, one of the best days of my life was the first day back working on this film — I wanted to do this film really badly — and bringing my babies with me that morning. I was like, ‘Oh my God, they’re with me, I’m making a movie, they’re here!’ It’s great having kids on set. It’s the best.”

Hubby Marc Anthony is also nearby to keep an eye on the tots for the night shoot at the Warner Bros. lot, as is the “Dog Whisperer” Cesar Millan, who has a cameo in the film and jokes that sometimes people want him to work on their kids!

In ‘The Back-Up Plan,’ Jennifer plays Zoe, a pet store owner who just can’t find Mr. Right. Desperate to be a mother and tired of waiting, she decides to go it alone and get artificial insemination, only to meet Stan (”Moonlight” star Alex O’Loughlin) — a man with real possibilities — the same day.

Jennifer is in amazing shape for the film, and she explains that it wasn’t a piece of cake. “It did take a lot of work,” she admits. “I thought it was gonna drop off easily because I had been in shape my whole life, but it wasn’t. I gained about 50 pounds with my twins, and the first 30 dropped off like that, and I was like, ‘Ha, this is gonna be so easy.’ That last 20 — that took a while.”

ETOnline.com

Who knew calm, cool and collected Jennifer Lopez ever worried about anything? The mother of twins admits she was anxious about returning to work in the movies before arriving on the set of The Back-Up Plan.

“The few days before I got really nervous I was like, what if I forgot how to act?” she tells Entertainment Tonight of her return after a three-year hiatus from the silver screen.

One thing that doesn’t worry her a bit is being a working mom to twins Max and Emme.

“I bring the babies to work with me. I love it. Honestly, one of the best days of my life was the first day back working on this film,” she gushes. “I wanted to do this film really badly and bringing my babies with me that first morning, I was like, ‘Oh my God, they’re with me, I’m making a movie, they’re here!’ It’s great having kids on set. It’s the best.”

The Back-Up Plan revolves around a woman, Zoe, who wants to be a mom but just can’t find the right guy. On the day she gets artificially inseminated, she meets what could be Mr. Right, played by Alex O’Laughlin.
OK Magazine

“On The 6″, Jennifer’s debut album, was released 10 Years Ago today on June 1, 1999.