Music star Jennifer Lopez launched this brand in 2001. Lopez has created sexy, casual sportswear for generation Y. The JLo label also appears on swimwear and intimate apparel lines and includes a line called Sweetface. This line is indicative of the changing role of celebrities in the fashion world. Previously just the fashion influencers and trendsetters, celebrities became, by the turn of the century, actively involved in the world of design. Lopez has the social following, media attention, and financial capabilities to support her company.
Historical Dictionary of the Fashion Industry. Francesca Sterlacci and Joanne Arbuckle.