Jennifer Lopez is one of the most talented, well known entertainers in the world today. Her emergence as a fashion icon, her constant reinvention and her expression of style makes it only natural that she would develop her own fashion line. Since she was a young girl growing up in the Bronx, Lopez always loved to dress up and was fascinated with beautiful clothes. As her acting and music career flourished, her extraordinary style became noticed more and more by both the media and public. In 2001, Lopez felt the time was right to make her sense of style and fashion available to the women of America.
Sweetface Fashion Company was formed in April 2001 when Jennifer Lopez and Andy Hilfiger joined to develop a fashion collection under her creative direction. Sweetface launched its first junior sportswear collection, JLO by Jennifer Lopez, for Holiday 2001. The company immediately developed fashion and lifestyle product extensions under the Jennifer Lopez name, and has expanded at a meteoric rate in its short year and a half of existence. Within this time, the company has collaborated with The Lancaster Group to create Glow by JLO, the wildly successful women's fragrance, The Parigi Group for JLO Girls, and Backflips Swimwear for JLO Swim. In Fall 2002 JLO by Jennifer Lopez became available in Canada, and Central and South America. Lopez has entered into a separate license with Outlook Eyewear to produce JLO Sunglasses.

Jennifer Lopez made it clear from the start that the clothing, and its licensed products, would reflect her personal style by being sexy, fun, and fashionable. From its initial launch, the JLO by Jennifer Lopez collection has been successful, not only with Jennifer Lopez's growing fan base, but for all women who love stylish clothing. JLO by Jennifer Lopez has emerged as a mixed media lifestyle apparel brand targeted for the Y generation, ages 12 to 25; but, as evidenced by her music and movies, her appeal reaches beyond this target group, to women of all ages, who love the JLO brand. In Fall 2002, Sweetface launched Lovelies, a JLO plus-size collection reflecting the same style and sexiness of the main junior line.

By Summer 2002, JLO had firmly taken a position as the leader of the velour sweat suit trend, which continues to lead in the junior and urban market. Her distinctive style and ability to blend sexiness with comfort is evident in her own take on the sweat suit. With its great fit, this extremely functional and fun velour tracksuit is being worn by women everywhere.

Another major product success is the first Jennifer Lopez fragrance, Glow by JLO. Introduced around the world in September 2002, it instantly became one of the top three selling fragrances in the United States. The success of Glow by JLO helped boost Sweetface's growth during the latter half of 2002, providing tremendous in-store traffic and excitement in the retail stores throughout America, and generating great anticipation for the brand in international markets.

This is merely the beginning for Sweetface. Despite having already made extraordinary accomplishments for such a young firm, the company is determined to set the pace for contemporary status urban fashion offerings. Propelled by Jennifer Lopez's talent and entertainment success, as well as beautiful, well made products, Sweetface and the JLO brands will be offering even more in the coming year. As Sweetface explores licenses for intimate apparel, watches, jewelry, footwear, and other accessories, soon every woman will be able to enjoy the Jennifer Lopez style and sexiness from head to toe. Further development will include the international expansion of JLO products.

As Jennifer Lopez continues to set new standards in entertainment, she will continue to power Sweetface Fashion Company as a world leader expanding her fashion authority with virtually limitless opportunities.