Jennifer Lopez Collection

Jennifer Lopez Collection
Industry Retail
Founded 2010
Headquarters United States
Key people
 Jennifer Lopez
Products Sportswear, dresses, handbags, jewelry, shoes, sleepwear, bedding, towels
Website Online store

The Jennifer Lopez Collection is an American lifestyle brand created by American entertainer Jennifer Lopez that is sold exclusively at Kohl's department stores and at Kohls.com. In November 2010, Kohl's announced a partnership with Lopez and her then-husband Marc Anthony. Originally marketed as "the first celebrity couple to simultaneously design collections for one retailer", following Lopez and Anthony's divorce, the lines were marked as two separate brands. The Jennifer Lopez Collection includes contemporary sportswear, dresses, handbags, jewelry, shoes and sleepwear along with a home collection of bedding and towels, while the Marc Anthony Collection consists of sportswear, dress shirts, neckwear, accessories, suit separates, sport coats and shoes.

Development

Anthony and Lopez's partnership with Kohl's was announced during a press conference at the London Hotel in Los Angeles, California on November 18, 2010.[1] The deal, which was marketed as "the first celebrity couple to simultaneously design collections for one retailer",[2] was aimed at including men's and women's clothing, as well as homewares. Lopez's collection was revealed to feature women's dresses, sportswear, handbags and jewelry, while Anthony's was to contain men's dress shirts, ties, sport coats and shoes.[3] Kohl's expected "the his-and-hers line" to expand into home accessories over time.[3] The new venture was expected to generate up to $3 billion in additional sales for Kohl's in its first year alone.[1]

Following the couple's separation in July 2011, it was announced that the line would go forward as two separate clothing lines.[4] Rick Darling, the president of LF USA, which is sublicensing the brands to Kohl's exclusively, added: "We have two separate agreements with Jennifer and Marc and always intended to have separate lines. [Their split] doesn't impact the agreements in any way."[2]

Collections

Fall 2011

The fall 2011 collection was previewed in the August 2011 edition of O, The Oprah Magazine. In the magazine, Lopez is shown "modeling her faux-fur-lined belted sweater with skinny jeans and matching boots". Eight O readers were also styled in the collection, which included "on-trend animal prints paired with neutral colors" that Lopez labelled as "accessible, everyday glamour."[5] The full look book for the collection, which includes 51 different looks, was released on August 17.[6] The collection became available at Kohl's department stores and at Kohls.com starting on September 11, 2011.[7] The debut of Lopez's and Anthony's lines marked the biggest product launch in the retailer's history, according to CEO Kevin Mansell.[8]

The line, whose items range in price from $22 to $150,[8] was inspired by Lopez's "glamorous and cosmopolitan lifestyle" as a "globally recognized entertainer". "The contemporary collection is easy, comfortable and designed for women who want effortless, sophisticated style at a great value."[9]

Spring 2012

On February 29, Lopez posted photos from the commercial shoot for the spring collection onto her official website.[10] The commercial was unveiled on March 4.[11] The commercial was directed by Darren Aronofsky, who directed the Oscar-winning ballet thriller Black Swan (2011). It is accompanied by Lopez performing a cover of the Kiki Dee Band's 1974 single "I've Got the Music in Me". The clip opens to show Lopez in a pair of white shorts and a white vest, "showing off her physique as she performs an energetic dance routine", accompanied by a crew of male dancers.[12]

Fall 2012

The fall 2012 collection focuses on "trendy elements that accentuate femininity". The collection includes numerous autumnal elements. The collection features dresses to knitted cardigans, stylish shirts, maxi skirts and sweaters.[13]

References

  1. ↑ 1.0 1.1 Hernandez, Lee (November 18, 2010). "J. Lo and Marc Anthony Partner with Kohl’s on New Fashion Line". Latina. Retrieved November 10, 2012.
  2. ↑ 2.0 2.1 Fenner, Justin (July 18, 2011). "Jennifer Lopez, Marc Anthony – DIVORCED – Kohl's Collaboration". Styleite. Retrieved November 4, 2012.
  3. ↑ 3.0 3.1 "J. Lo, Marc Anthony to launch brand at Kohl's | Reuters". In.reuters.com. November 18, 2010. Retrieved November 4, 2012.
  4. ↑ "Jennifer Lopez | Jennifer Lopez's Fashion Line To Go Ahead". Contactmusic.com. July 19, 2011. Retrieved November 4, 2012.
  5. ↑ "First Look Jennifer Lopezs Kohls Collaboration". E! Online. August 4, 2011. Retrieved November 4, 2012.
  6. ↑ Krupnick, Ellie (August 17, 2011). "Jennifer Lopez Debuts Full Lookbook For Kohl's Line (PHOTOS)". Huffingtonpost.com. Retrieved November 4, 2012.
  7. ↑ Sep 9, 2011 11:05 AM by Deanna Barnert (September 9, 2011). "Jennifer Lopez and Marc Anthony reunited... at Kohls". Sheknows.com. Retrieved November 4, 2012.
  8. ↑ 8.0 8.1 Thau, Barbara. "Will J.Lo and Marc Anthony Fashions Top the Charts for Kohl's?". DailyFinance. Retrieved November 4, 2012.
  9. ↑ Tiffany (August 19, 2011). "First look: The Jennifer Lopez Collection for Kohl's". Sheknows.com. Retrieved November 4, 2012.
  10. ↑ Yurkevich, Svetlana. "EXCLUSIVE: My Spring 2012 Collection With Kohl's". JenniferLopez.com. Retrieved November 4, 2012.
  11. ↑ "Jennifer Lopez Clothing Line for Kohl's". Stylenews.peoplestylewatch.com. Retrieved November 10, 2012.
  12. ↑ "Jennifer Lopez Kohls advert: J-Lo shows off new clothing line in ad directed by Darren Aronofsky | Mail Online". London: Dailymail.co.uk. March 9, 2012. Retrieved November 4, 2012.
  13. ↑ "Jennifer Lopez for Kohl's Fall 2012 Collection". Fashion-style.becomegorgeous.com. Retrieved November 4, 2012.

External links