Jennifer Lopez: Shuts down "Sweetface"
In the global economic crisis, it is hard to run a business smoothly.
Hollywood actress-singer Jennifer Lopez's Sweetface clothing line has gone sour. She has to stop producing her 6 year old brand of high-end sportswear and accessories.
In 2003, Jennifer Lopez launched a clothing line named "JLO by Jennifer Lopez", the line produced different types of clothing for young women, including jeans, T-shirts, coats, belts, purses and lingerie. In 2005, she launched a new clothing line named "Sweetface". In late 2007, Lopez retired from "JLO by Jennifer Lopez" and launched a new juniors' line called "JustSweet". Her fashion lines have featured at many New York Fashion Week events.
Sweetface's spring 2009 collection, which is currently in stores, will be the brand's last until the rebuilding period is over.
The company issued 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".