Fashion Wire Daily - NY A Chanel-inspired pleated skirt and jacket... a graphic print coat with a Carolina Herrera-ish cayenne silk tie... a very D&G white-lapelled jacket and zipper pencil skirt. For spring 2004, the JLo collection has introduced pieces that hardly look 'from the block' -- unless you're talking 57th and Fifth. It's a pronounced evolution from the logo-emblazoned fly-girl threads the company initially churned out when it launched two years ago. But, then again, J.Lo -- dressed in her Jackie O. Valentino caftans, Alexander McQueen suits, and diaphanous Chanel gowns -- isn't quite the same gal she was either.
"Jennifer's very involved and she keeps evolving," concedes Denise Seegal, president and CEO of Sweetface Fashions, the holding company of JLO. Consequently, executives made a decision early on to move the label along with the mega-star and her many wardrobe needs.
"We went on to position the brand as a lifestyle one -- to create a full wardrobe," explains Seegal, outlining the many facets of the label, from its 'young contemporary' collection to its 'status denim' to the 'urban athletic' pieces, which include "the velour tracksuits and one-piece jumpsuits Jennifer loves to wear."
And with the introduction this season of jewelry, scarves, gloves, and hats (which range from the terrycloth paperboy to a 1920s cloche), as well as a second fragrance called "Still," the company is now referring to the label as a "mixed media brand," much like Lopez herself -- a singer-dancer-designer-actress who just this week signed on to produce a daytime talk show.
"The customers want to emulate Jennifer and the lifestyle she leads," claims Seegal, who admits that shoes are to come, but wedding dresses are not.
