Jennifer Lopez Discontinues Sweetface Clothing Brand

By Margarita Nahapetyan

Jennifer Lopez, one of the pioneers to the celebrity designer craze, has made a decision to discontinue her clothing brand. Sweetface, an urban streetwear spin-off line that was first launched in 2003, is ceasing production after the current spring 2009 collection. The close source has reported that the contemporary sportswear line has been pulled from production after failing to make an impact on the U.S. market.

The 39-year-old actress and singer - who is currently returning to a big screen with romantic comedy The Back-Up Plan after taking a break to have her baby twins - says that the line is expected to be re-launched in the future. "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," the company said in a statement.

The Sweetface line was created as urban streetwear alongside Jennifer's still existing JLO line. Lopez turned Sweetface into a high-end line, which was sold at retailers such as Intermix, and the brand brough Lopez $200 million in 2006.

However, this is not the first time when the self-designed clothes of Jennifer Lopez have had to take a leave of absence. Lopez's venture into the fashion worsl has had its ups and downs for a number of years. After the fisr 6 years on the market, the star closed her JLO brand in the United States in 2007 (the first label created by her, which was launched in 2001), although the line continues to be sold in 40 countries all across the world. Still optimistic, the actress-singer also created another label Justsweet, in September 2007, a sexy and sparkly mix of pants, jumpsuits and dresses to fill the gap between her casual JLO line and the high-fashion Sweetface. Unfortunately, Justsweet was also discontinued after only a few seasons.

Jennifer Lopez does not appear to be the only celebrity to pull out their fashion line this year. Back in March, Lauren Conrad has made a decision to put her Lauren Conrad Collection on hold, though later she said that she would, instead, start designing clothes for a retailer Kohl's. In February, another celebrity Mandy Moore's Mblem label was also shut down.

JLO by Jennifer Lopez branded costume jewelry can be found in the United States at Macy's, and the Victoria's Secret catalogue sells the JLO shoe collection. The company also continues to do well with its six fragrances, and a number 7 is expected to be launched later this year.