NEW YORK — Andrea Scoli has been named president of Sweetface Fashion Co., which designs and produces the JLo by Jennifer Lopez and Sweetface fashion lines.

For the past year, Scoli has been vice president and general manager of Enyce, a division of Liz Claiborne Inc. Previously, she was the executive vice president of Laundry by Shelli Segal, another Claiborne division, for nine years. She directed sales, marketing and merchandising for the brand.

“I come out of the background of brand building,” Scoli said in an interview. “The focus is on making Sweetface a premiere brand. We’ll be expanding [Sweetface and JLo by Jennifer Lopez] apparel offerings.”

In her new job, which begins today, Scoli will oversee the day-to-day operations of the JLo by Jennifer Lopez and Sweetface collections. She reports to the Sweetface Fashion Co. board, which consists of Jennifer Lopez, Andy Hilfiger, Simon Fields and Joe Lamastra.

Hilfiger, co-founder of Sweetface Fashion Co., had assumed the role of president after Denise Seegal left Sweetface in August 2004 to take over as president and chief executive officer of Nautica.

“Andrea came highly recommended from some great industry people,” Hilfiger said. “She’s a roll-up-your-sleeves kind of person and she’ll really work hard.”

Sweetface Fashion Co. is a joint venture of Lopez, Hilfiger and Lamastra. The company designs, markets, manufactures and sells the JLo by Jennifer Lopez sportswear collection and the Sweetface better contemporary collection. Licensed products for the JLo by Jennifer Lopez brand include belts and small leather goods, footwear, fragrances, gloves and scarves, hats, jewelry, lingerie, outerwear, sunglasses, swimwear and watches.

“We’ll have a lot of growth in the Sweetface line,” Hilfiger said. “We’re also staying the course and building up JLo, too.”

In February, Hilfiger said wholesale volume for the Sweetface collection was expected to total $3 million this year. Everything JLo — including the young contemporary and denim-based sportswear collection, jewelry, handbags, fragrances, lingerie and sunglasses — tops $400 million in sales. The company distributes its products in the U.S., Canada, Greece, Latin America and Japan. It has three stores in Moscow, including a 4,500-square-foot flagship; one in Baku, Azerbaijan, and three in Greece.

This story first appeared in the May 17, 2006 issue of WWD. Subscribe Today.