The Label
Hip-pop diva, movie star and gossip-column queen Lopez added designer to her chain of monikers when she formed the Sweetface Fashion Company in 2001. Co-run by Andy Hilfiger (designer Tommy's brother) and under the creative direction of Lopez, the brand includes the junior-oriented J.Lo line; this spans eleven different categories, from fragrances, clothing and accessories to watches and shoes. Available in department stores, this mass-oriented line was initially popular for its wearable, Juicy Couture-like velour tracksuits, camis and sportswear, though the heat has cooled off as of late. But with the same no-holds bar approach used in her music and movie careers, Lopez went on to introduce Sweetface, her higher-end collection, in 2005, to both critical and buyer acclaim. Press and retailers lauded Sweetface for its on-the-mark interpretations of the entrepreneur’s contemporary-yet-sophisticated style.
The Look
A-list Diva Attitude, summed up by cashmere micro-shorts and huge floppy umbrella hats. Hot pieces like lambskin and fox boleros, woven real mink cardigans and velvet or chiffon baby doll dresses are the kind of clothes you're likely to see J.Lo wearing in one of her videos or red-carpet sashays.
The Designer
Having conquered the world of music and film (to date, she’s the only artist to snag a chart-topping movie and CD in the same week,) fashion design was a natural step for the Bronx-born Lopez. Known for her personal style—both on the runway and in the tabloids—the entertainer and entrepreneur says she always tries to bring her own sense of style into every aspect of her life. Thanks to her media omnipresence, Lopez has been able to grow her lifestyle brand much faster than the average new company.
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