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Brand focus:

Just Sweet

The name Jennifer Lopez is synonymous with fashion and style. She is an icon in the music industry, and has similarly become an icon in design. She started the trend of celebrity fashion brands, and has made her sense of style and fashion available to women throughout the world.

In 2001, Jennifer fulfilled one of her greatest fantasies when she launched her signature collection of sportswear, JLo by Jennifer Lopez. In 2007, it was announced that she will drop the JLo tag and begin selling a new line called JustSweet.

Just Sweet offers clean lines with a touch of boho, and brings runway chic to the everyday girl.  

Sweater dresses and skinny jeans, tunics and ankle boots - JustSweet sets the standard for cool whether you are looking for apparel, accessories or footwear.

The line was revealed during New York Fashion Week in September 2007, and is positioned as a junior sportswear line with a denim-centric focus. All the pieces range from $49 to $99.

At a time when celeb brands like Jessica Simpson and House of Deréon by Beyoncé Knowles are not faring well at retail, Lopez is confident, and says she really worked hard to get the fit right. "Five years ago, I had a lot to learn about this business," she notes. "And as I learned, I became more involved in the day-to-day. Now I am in the office all the time. She says she designed the line for the young at heart.

She has also launched a more luxurious fashion collection called Sweetface, to critical acclaim.

Want to know more? Take a look at our Guide to Fashion Stores.