This week, Jennifer Lopez announced the launch of her new line of footwear and handbags that she’s branded as JLO JENNIFER LOPEZ. The 50-year-old singer made the announcement on her Instagram page, and she noted that she designed the entire collection and it will only be available at DSW.
According to People magazine, Lopez teamed up with Camuto Group to launch the new line. And, the singer and actress released a statement saying that she has “wanted to do it all” since the beginning of her career – “music, movies, and fashion.”
✨ Dance the night away, live your life and stay young on the floor. ✨ pic.twitter.com/BUvpSxfucR
— Jennifer Lopez (@JLo) February 10, 2020
“There are so many facets to my career, and that’s what I wanted to bring to my collection with DSW,” said Lopez. “This collection represents three cities that have become such an important part of who I am: New York, Los Angeles, and Miami.”
She added that they are bringing the downtown street style that represents New York, old Hollywood glamour, and vibrancy to represent Miami. Lopez hopes that people will find and represent multiple sides of themselves with her collection, while remaining true to their most authentic self.
Images of the first five styles are already available for viewing at DSW.com, and fans can sign up for alerts and shop the collection early. Those who sign up will have the chance to pre-order between March 9th and March 15th, and the collection will hit DSW stores on March 16th.
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I’m so excited to announce the launch of JLO JENNIFER LOPEZ, my new footwear collection designed by me and sold only at @DSW 🖤 Head to http://DSW.com/jlo and sign-up to shop the collection early and enter for a chance to hang with me! Link in my bio and stories. #JLOJenniferLopez 📸: @luigiandiango
Simon Nankervis, the President of the Camuto Group, says that they are thrilled to offer customers a new collection that embodies Lopez’s life and her “trendsetting signature style.” He added that Lopez’s new brand is an exciting addition to their robust portfolio, and they are committed to building a successful brand created under the singer’s design direction.
“Jennifer’s passion for design matched with her authentic connection to her fans will make for a strong, successful and authentic brand,” said Nankervis.
In addition to her Spring 2020 collection, Jennifer Lopez will also release a special capsule collection with five limited-edition styles that she custom-created. In the press release, they stated that Lopez will be sharing her creative vision “with the purpose of inspiring women to create and choose a life of confidence, empowerment, and positivity.”