J. Lo Slips Into Lingerie Business

Jennifer Lopez and her Sweetface Fashion venture are partnering with an intimate apparel company to create a new line of lingerie.

Jennifer Lopez and her Sweetface Fashion venture are partnering with an intimate apparel company to create a new line of lingerie. The JLO by Jennifer Lopez Lingerie collection will be launched in Fall 2004. The collection is inspired by Lopez's style, according to the Warnaco Group, which also manufactures Calvin Klein and Speedo apparel.

The line will be carried in department stores and specialty stores nationally, and will be marketed overseas.

Lopez, who is creative director, will design sleepwear and loungewear along with bras, panties and shapewear. The collection will also include full-figure lingerie.

"Our goal as a lifestyle brand is to dress our consumers from head-to-toe with products inspired by Jennifer, and lingerie will be an integral part of the JLO look," Sweetface president/CEO Denise Seegal says in a statement.

Sweetface Fashion already markets and sells JLO by Jennifer Lopez sportswear collection. Other JLO by Jennifer Lopez brands include swimwear, girl's apparel, fragrance, jewelry, outerwear, handbags, belts and small leather goods, and hats, gloves and scarves, with distribution in Britain, Japan, Australia, Canada and Latin America.


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