Sweetface bites the dust
Daily News | My Fashion Life | June 25, 2009
Jennifer Lopez is shelving her Sweetface clothing line indefinitely.
The 39-year-old singer-and-actress has decided to halt production of the line after the Spring 2009 range, which is available in stores at the moment, although it is expected to be relaunched in the future.
The company released a statement saying: “In light of 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.”
Sweetface launched in 2003 and was Jennifer’s second line, following the hugely successful JLO by Jennifer Lopez in 2001. The company is yet to release details of when the high end range will reappear, or on any changes which will be made.
JLO by Jennifer Lopez stopped being made in the US in 2007, but is still available in 40 countries worldwide.
Jennifer Lopez is not the only celebrity to halt production of her clothing line recently. Mandy Moore’s Mblem range and Lauren Conrad’s eponymous line are both also taking a break.
Get up to 70% off top designers including Marc Jacobs, Balmain, Christopher Kane and many more! Shop now!.
With the economy the way it is, I don’t find it very surprising that Sweetface was halted. In a time when luxury goods are not selling like they used to, it is very hard for a celebrity line to take off! I am excited to see how the line changes when it is relaunched.
Caroline
http://www.twitter.com/salescoop