According to WWD Jennifer Lopez has decided to shutdown her Sweetface clothing line in hard economic times. Jenny from the Block's popularity has declined after her Diddy romance ended. JLO is not the hot item anymore with her Marc Anthony marriage and babies. Do you think Jennifer Lopez realizes she would have been part of a power couple if she had stayed with Diddy? Some people believe the Jennifer Lopez Ben Affleck relationship and their box office bombs is what really caused JLO career to go off track. Kim Kardashian understands the power of the booty. Kim K has slipped into the Hollywood JLO spot and her boyfriend Reggie Bush is a catch because he's got bank.
While Jennifer Lopez is staying busy filming her new movie, “The Back-Up Plan,” and recording songs for her first album since “Brave” was released in 2007, not everything in her empire is still going full steam ahead. We recently found out her Sweetface line has been temporarily nixed and will no longer be available in the States. The company said in a statement, “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.”
Jennifer’s not the only celebrity to put a big screech on their fashion line this year. Back in March, Lauren Conrad decided to put her Lauren Conrad Collection on hold (though later she announced she would, instead, be turning her creative focus toward a line for Kohl’s). In February, Mandy Moore’s Mblem label was also shut down.
This isn’t the first time the Latin beauty’s clothes have had to take a leave of absence. In 2007, her JLO brand (the first label under her direction, which was launched in 2001) was shut down in the U.S. and eventually replaced with another line called justsweet. The latter had a short existence in stores, however, and was pulled after only a few seasons. [source]
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