Did you stock your closet with nothing but Heidi Montag's Heidiwood, Mandy Moore's Mblem, Jennifer Lopez's Sweetface, JLO by Jennifer Lopez? If so, get thee to a charity shop because you're probably having a hard time to find your favourite celebrity lines. Those fashion labels have all closed, while Lauren Conrad's collection is, um, taking a break, and Paris Hilton no longer has a collaboration with Dollhouse.
Other celeb-linked lines, which are less focused on the celebrity's name, are faring better, as WWD points out. Think William Rast (Justin Timberlake), L.A.M.B. (Gwen Stefani) and Rocawear (Jay-Z).
This is going to be confusing, but bear with me because it'll all make sense in a minute.
Jennifer Lopez is stopping production of her Sweetface clothing line. Despite being one of the first celebrities to launch a line, she's had more than her fair share of bumps over the past few years. Back in 2001, Lopez launched JLO. Despite showing at fashion week, few in the industry took her seriously, and she closed JLO in the US in 2007 and opted only to sell it abroad.
But that wasn't all. Lopez started the justsweet line but closed that after a few seasons. She launched Sweetface, an urban-streetwear range, in 2003. (Remember Jenny from the Block? Nice timing.) Sweetface somehow morphed into a high-end contemporary range within a few years, and took in $200 million in 2006. That didn't last long, though, and now Sweetface is feeling decidedly sour.
So, I lied. That's still pretty confusing, which is probably part of the reason the Lopez Clothing Empire is in the state it is.