Designer Brands Inc. plans to partner with Jennifer Lopez to produce a line of footwear and handbags under the JLO Jennifer Lopez name. The collection will be sold exclusively at DSW Designer Shoe Warehouse stores in the United States and Canada and online at DSW.com.
The footwear line is scheduled to drop Spring 2020 with handbags to follow.
“We are excited to bring customers the JLO Jennifer Lopez collection, a new brand available exclusively at DSW,” said Designer Brands’ Chief Executive Officer Roger Rawlins. “Our collaboration with Jennifer Lopez supports Designer Brands’ strategy of growing market share through differentiated products and differentiated experiences. The partnership will engage new customers across emerging platforms and builds on our successful 2018 acquisition of Camuto Group letting us leverage in-house brand development and fully utilize our internal design and sourcing capabilities.”
Designer Brands and Lopez will operate the business jointly, with day-to-day activities led by various operating units within Designer Brands. Creative authority rests on Lopez and her team, with technical expertise and guidance from Camuto Group.
“Working with Jennifer Lopez elevates Designer Brands from retail merchant and product curator to fashion leader and style innovator,” said Rawlins. “The business arrangement gives the new organization end-to-end capabilities to design and produce JLO Jennifer Lopez collection footwear and handbags with the support of Camuto Group’s highly regarded design, production and marketing teams.”
The JLO Jennifer Lopez collection will be led and shaped by Lopez’s creative vision with the purpose of inspiring women to create and choose a life of confidence, empowerment and positivity. Lopez brings a robust fan base and social media presence of nearly 200 million followers.
“Since the beginning of my career, I’ve wanted to do it all — music, movies and fashion. There are so many facets to my career, and that’s what I wanted to bring to my collection with DSW,” said Lopez. “With high-quality products and accessible pricing, DSW is the perfect partner to reach a broader audience. It’s been incredible to build a brand with the talented team at Camuto Group and with this collection. It’s my hope that people can find shoes they love and express multiple sides of themselves, all while remaining true to their most authentic self.”
Photo courtesy DSW