User:Status/Sandbox/JLo

= Sweetface Fashion Company =

Sweetface Fashion Company, LLC is an American holding company.

Background and formation
Since 1991, Andy Hilfiger had been working with his older brother, Tommy, at Tommy Hilfiger Corporation. He was in charge of promoting the brand by dressing rock and hip hop stars in Tommy Hilfiger clothing. The company took-off in March 1994 when "Andy went to Snoop Doggy Dogg's hotel and gave him a rugby shirt emblazoned with the Hilfiger logo to wear on Saturday Night Live that evening". In the year following Snoop Doggy Dogg's appearance, the company's sales raised to almost $100 million. As vice president of publicity for Tommy Jeans, Hilfiger had dressed Aaliyah, Britney Spears, Kid Rock, Sheryl Crow, The Who, The Rolling Stones, Metallica, TLC and Destiny's Child, among others. The success of the strategy gave Andy the idea that: "Instead of getting a star to promote a product, why not have the star launch the product?". In February 2001, Hilfiger and his partner, Joe Lamastra, launched MEFI (Music Entertainment Fashion, Inc.). Hilfiger, who had known Jennifer Lopez's manager Benny Medina for years, was aware that Medina and Lopez were interested in launching a lifestyle brand. Hilfiger, Medina, and Lopez began negotiations, and in April 2001 announced the formation of Sweetface Fashion Company, LLC, a partnership between Lopez and MEFI.

Sweetface
Sweetface was launched in 2003, following the large success of J.Lo by Jennifer Lopez. In February 2005, Lopez unveiled her fashion line Sweetface at New York Fashion Week. The launch received generally positive reviews, with Metanoya Webb from InStyle calling the line a "step up from her teen-age, pop line". Some noted that the launch of Sweetface focused more on the show and arrangement, rather than the clothes. Production of the line was haulted after the Spring 2009 collection. A relaunch of the brand is expected in the future.

Justsweet
Justsweet offered leather jackets, hoodies and denim.

Fragrances
When Lopez was "around 13 years old" she worked at a perfume store and "learned about what made fragrance great". In an interview for Elle Lopez stated: "Music and scent, it's all about the same thing. It's about creating memories and the soundtrack—the essence—of your life".

Legacy
= References =

To add

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 * MY FRAGRANCES OVER THE YEARS
 * #GLOWINGBYJLO NOW AT KOHL'S
 * FRAGRANCE THAT GLOWS: LIVE


 * Jennifer Lopez Will Temporarily Spare the U.S. Her Clothing Line
 * Will J.Lo and Marc Anthony Fashions Top the Charts for Kohl's?
 * Worst Celebrity Clothing Lines Ever


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 * NEW YORK FASHION WEEK, SPRING 2008: JUSTSWEET BY JENNIFER LOPEZ
 * Jennifer Lopez – JLo, Sweetface and JustSweet
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