Jennifer Lopez Puts The Brakes On Clothing Line

Jill Hilbrenner — Wed, 24 Jun 2009 18:18:18 BST

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.

THE FASH PACK

Jennifer Lopez Puts The Brakes On Clothing Line