JLO by Jennifer Lopez is a lifestyle brand

Lifestyle brand

A lifestyle brand is a brand that attempts to embody the values and aspirations of a group or culture for purposes of marketing.Each individual has an identity based on their choices, experiences, and background...

 that incorporates every aspect of Jennifer Lopez

Jennifer Lopez

Jennifer Lynn Lopez is an American actress, singer, record producer, dancer, television personality, and fashion designer. Lopez began her career as a dancer on the television comedy program In Living Color. Subsequently venturing into acting, she gained recognition in the 1995 action-thriller...

's life. The line includes many different types of clothing for young and older women, including swimwear, fragrances, eyewear, jewelry, hats, gloves, and scarves, outerwear, handbags, lingerie, bed sheets,decorative pillows, watches and footwear. Besides JLO by Jennifer Lopez, Sweetface and JustSweet are also other clothing lines owned by Lopez and it is licensed by the Warnaco Group

Warnaco Group

The Warnaco Group, Inc. is an American textile/apparel corporation which designs, sources, markets, licenses, and distributes a wide range of intimate apparel, sportswear, and swimwear worldwide. Its products are sold under several brand names including Calvin Klein, Speedo, Chaps, Warner's, and...

. The company partnered with Tommy Hilfiger

Tommy Hilfiger

Thomas Jacob "Tommy" Hilfiger is an American fashion designer and founder of the premium lifestyle brand Tommy Hilfiger.-Early life:...

's brother Andy Hilfiger's firm in November 2003.
Outside the USA, Jennifer Lopez sells her clothes in 38 freestanding stores and in 40 countries.

Rebranding

In 2007, it was announced that she will drop the J.Lo by Jennifer Lopez tag and begin selling a new line in the United States, "JustSweet". J.Lo by Jennifer Lopez will continue to be sold in countries other than the US. According to the J.Lo by Jennifer Lopez website, the clothing line will be relaunching in the U.S. in Fall 2008.

Partnership with Kohl's

Kohl's

Kohl's Corporation is an American department store chain headquartered in the Milwaukee suburb of Menomonee Falls, Wisconsin, operating , 1,089 stores in 49 states. In 1998, it entered the S&P 500 list, and is also listed in the Fortune 500...

Jennifer Lopez and her ex-husband, Marc Anthony have set up a partnership with Kohl's. The line will have clothes, shoes, accessories and a home collection as well. Lopez's part of the line will be for women while Anthony's will be for men. The collection will be available in Kohl's stores nationwide beginning Fall 2011.

Controversy

Lopez's frequent use of fur

Fur clothing

Fur clothing is clothing made of the fur of animals. Fur is one of the oldest forms of clothing; thought to have been widely used as hominids first expanded outside of Africa. Some view fur as luxurious and warm; others reject it due to moral beliefs...

 in her clothing lines and personal wardrobe has brought the scorn of people concerned with animal rights

Animal rights

Animal rights, also known as animal liberation, is the idea that the most basic interests of non-human animals should be afforded the same consideration as the similar interests of human beings...

. At the Los Angeles

Los Angeles, California

Los Angeles , with a population at the 2010 United States Census of 3,792,621, is the most populous city in California, USA and the second most populous in the United States, after New York City. It has an area of , and is located in Southern California...

 premiere of Monster-in-Law

Monster-in-Law

Monster-in-Law is a 2005 romantic comedy film directed by Robert Luketic and starring Jennifer Lopez, Jane Fonda, Michael Vartan and Wanda Sykes. It marks a return to cinema for Fonda, being her first film in 15 years after Stanley & Iris. The screenplay is written by Anya Kochoff...

, more than one hundred protestors from People for the Ethical Treatment of Animals

People for the Ethical Treatment of Animals

People for the Ethical Treatment of Animals is an American animal rights organization based in Norfolk, Virginia, and led by Ingrid Newkirk, its international president. A non-profit corporation with 300 employees and two million members and supporters, it claims to be the largest animal rights...

 ("PETA") held a demonstration to highlight their concerns. Lopez told a radio D.J. she was open to being educated on the topic. It also seems that she is starting to wear fake fur

Fake fur

Fake fur, also called fun fur or faux fur, is any material made of synthetic fibers designed to resemble fur, normally as part of a piece of clothing...

instead of real fur.