Jennifer Lopez is getting out of apparel in the U.S.
The performer is pulling the plug on her contemporary sportswear brand, Sweetface, after six years in business. The last collection, spring 2009, is in stores now, but there will be no further shipments.
“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,” the company said Tuesday.
How and when that relaunch will take place was not revealed. With the shuttering of Sweetface, the only apparel-related businesses remaining in the U.S. for Lopez are her JLO by Jennifer Lopez branded costume jewelry, which Macy’s continues to carry, and the Victoria’s Secret catalogue carries the brand’s shoe collection. Each of those are produced under licensing agreements. The company also continues to do well with fragrances; there have been six scents launched with Coty Inc. to date, and a seventh is due to be introduced later this year.
The shuttering of Sweetface follows several years of struggle for all of Lopez’s apparel labels — and is in sharp contrast to the hype generated by her launch of the JLO brand in 2001 as one of the first celebrity fashion lines. Lopez heavily promoted the collection and even held fashion shows during New York Fashion Week in a bid to establish herself as a serious designer.
But while the collections sold well initially, they ran out of steam and have been rejiggered repeatedly over the last several years. In 2007, the company closed its JLO by Jennifer Lopez junior business in the U.S. and decided to only distribute the collection outside America. That business was replaced by a new line for the U.S. called justsweet, which 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 that has yet to transpire.
As for Sweetface, it first launched as an urban streetwear spin-off to the JLO line in 2003 and soon after became a higher-end contemporary line selling to specialty retailers including Shopbop.com and Intermix. In 2006, the company was said to be bringing in about $200 million at retail, but things headed south soon after that.
Now Lopez — who was rarely seen wearing her own label — is banking that her fashion fame is higher overseas than in the U.S. Sweetface Fashion Co., the parent for Lopez’s stable of brands, still produces and distributes the JLO by Jennifer Lopez brand throughout 40 countries, where there are currently 38 freestanding stores operated under franchise.
Exclusive: Nicola Formichetti is parting ways with @diesel after nearly four years. Formichetti, who served as Lady Gaga’s stylist in 2009, joined Diesel in 2013 as creative and artistic director. His first show debuted in Venice with a show held at the Venetian Arsenal. #wwdfashion #wwdnews
The polo shirt - an icon of preppy style - is roaring back into fashion in many creative guises, like this A-line polyester top from @carven, worn with @31philliplim cotton and elastane pants. Designers stretched a fashion classic into all kinds of new permutations this season. See how @mayteallende styled the preppy trend on WWD.com #wwdfashion (📸 : Kinya)
(Market Editors: @andrew_shang and @elmercer, Makeup: @amandawilsonmakeup using @fentybeauty, Hair: @gonn24, Model: @bara_holotova at @women360mgmt)
“I do like period [projects] a lot because I like creating those worlds, a world that is different from today," costume designer Mark Bridges said about the '50s British couture featured in @phantomthread. Bridges created the overall aesthetic and individual fashion looks for the film, which stars Daniel Day-Lewis, Lesley Manville and Vicky Krieps. Pictured here is a gown he designed for Krieps who plays Alma – the love interest of Day-Lewis' character, Reynolds Woodcock. #wwdfashion
@prada is embracing the holiday season with a series of short movies about the art of gift-giving. "The Postman's Gifts", which was directed by American filmmaker Autumn de Wilde, focuses on the brand's signature Prada Galleria bag and features Elijah Wood as the postman. In the first two episodes, Wood's delivers the iconic bag to @emmaroberts, who plays herself as a movie star, and Sasha Frolova. #wwdfashion
“I think I never met the person while we were working,” Vicky Krieps said of Daniel Day-Lewis, who she plays the love interest of in “Phantom Thread.” Day-Lewis remained perennially in character, so much so that she feels she’s just meeting him now. “It’s interesting to see how different he is in real life to the character,” Krieps said. WWD sat down with the 34-year-old actress to talk about her new role in the period film, which brings the fifties’ gender dynamics into the mix. Read more on WWD.com. #wwdeye (📷: @lexieblacklock)
@gucci has expanded its “Places” project to include six new cities. The initiative, which was first unveiled in July, aims to invite people to explore inspirational locations for the brand. On the list is the Biblioteca Angelica library in Rome pictured here. See the other five new venues on WWD.com. #wwdfashion (📷: @massimo_listri_official)
#ad From tools to lashes, WWD rounded up wellness and beauty products guaranteed to take your skin care and makeup routines to the next level in 2018. Follow along as @laceandleatherbyelyse, @ashnfashn and @elleisalwayshere experiment with these products on their Instagram profiles and blogs. #NewYearBetterYou
Blogger @camilacoelho is one of the fastest growing beauty influencers around the world. The bilingual blogger has worked with brands like @revolve Beauty, @dior, @louisvuitton and more and has an Earned Media Value of $34,338,441, according to @tribedynamics. But Coelho isn’t the only influencer making a major impact — head to WWD.com to see the other fastest-growing influencers in six key global markets. #beautyfridays (📷: @zefashioninsider)