J. Lo Shutters Her Fashion Line

By Laurel Pinson
|  Monday, Jun 29, 2009  |  Updated 2:58 AM EDT
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The indomitable Jennifer Lopez may have bitten off more than she could chew with her attempts at her own fashion line.

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Maybe fashion wasn't the best fit for Jennifer Lopez.

According to one (embittered? saddened?) WWD market editor, she actually had high hopes for the actress/pop singer's fashion aspiration as of 2007, after more than a few ups and downs. At that moment, Lopez had just launched a new line called "justsweet" as a replacement of sorts for the just-closed JLO by Jennifer Lopez brand. (Apparently JLO had been closed to focus on "global expansion"?)

As WWD reports, things seemed to only get worse: Justsweet was closed amid promises by Lopez to bring back "tried and true" label JLO, but that never happened. Now today, we're learning that Lopez's company has made the decision to put the Sweetface line (Lopez's name brand) on hiatus ... perhaps permanently, who knows.

Granted, Lopez still has her perfume lines (Glow, Still, Live, and more), so is it just that the star had become too overextended? Or is it that  J. Lo's star is actually starting to dim a bit? She's certainly fallen off the limelight radar of late. She hasn't had an album in years (let alone a movie)--perhaps it's time to get back to the core J. Lo strengths. At first, we figured she was just home nesting wtih her brood and trying to work off the baby weight, but we've seen her and she looks bangin'! What gives?

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