J.Lo by Jennifer Lopez is an American lifestyle brand founded by Jennifer Lopez. Since the release of her debut fragrance Glow in 2001, the line expanded to include clothing, watches, accessories, bedding and perfume, becoming a huge success in the United States and international markets.[1]
History
Conception and launch
On April 2, 2001, it was announced that Lopez would be launching a clothing line, entitled J.Lo by Jennifer Lopez, in time for the holiday season. The line, which would eventually also include eyewear, swimwear, accessories and a fragrance, was to be backed up by an investment group led by Andy Hilfiger and Larry Stemerman. During the conference, Lopez was quoted as saying that: "it's time for the world to wear my look."[2]
Lopez told reporters that designing clothing was a childhood dream come true, "Even before i learned to dance and sing and act in films, i was just redesigning clothes. I found that there was not exactly what I needed that fit me at the time [...] From the time I was little I would get a whacked pair of pants, really cheap, cut them up and make a beautiful tiny mini skirt out of them because I was on a lower budget at the time [...] I'd get just a plain sweatshirt and I'd make suspenders out of it by (cutting) off the sleeves, or I'd get a little pair of my pants for my birthday and I'd open them up, sew them together, cut them off, and I'd have a really cute little pink mini skirt, or something. I'd rip off the Smurf pockets."