The new women’s contemporary jeanswear line will launch its first ad campaign in April and May magazines, as well as outdoor venues. According to industry sources, J.Lo by Jennifer Lopez will spend $5 million on advertising for the year.
The image, seen here exclusively, features a half portrait of Lopez wearing a striped turtleneck sweater and white newsboy cap against a background of a clear blue sky. Her signature “J.Lo” logo is emblazoned on the ad with a patriotic flag motif and sits above the company’s slogan, “the Sexy New Cool.”
The ad was photographed by Mary Ellen Mathews and art-directed by Lloyd Boston. The media was placed by Renegade Media. “We felt it was important to start advertising immediately to aggressively promote the clothing line,” said a spokesman for Sweetface Fashion Co. “Our slogan, ‘the Sexy New Cool,’ depicts the essence of a young, independent woman completely confident in her look and style. We wanted to use an image of Jennifer to communicate to the reader how personally involved she is in the creation of the fashions.”
The first J.Lo by Jennifer Lopez contemporary sportswear collection hit stores Nov. 1. That collection, as well as the licensed girls’, preteen and swimwear lines, are expected to generate $100 million in wholesale volume after the first year-and-a-half, said sources.
Ads will run in April and May in Latina, Seventeen, Teen People, Vibe, Vanidades and YM. In addition, the image will appear on a billboard on Broadway and 37th Street here, and the company is securing a large billboard on Sunset Boulevard in Hollywood later this spring.