J.Lo by Jennifer Lopez is an American lifestyle brand founded by Jennifer Lopez. Since the release of her debut fragrance Glow in 2001, the line expandeded to include clothing, watches, accessories, bedding and perfume, becoming a huge success in the United States and international markets. History Conception and launch On April 2, 2001, it was announced that Lopez would be launching a clothing line, entitled J.Lo by Jennifer Lopez, in time for the holiday season. The line, which would eventually also include eyewear, swimwear, accessories and a fragrance, was to be backed up by an investment group led by Andy Hilfiger and Larry Stemerman. During the conference, Lopez was quoted as saying that: "it's time for the world to wear my look." Lopez told reporters that designing clothing was a childhood dream come true, "Even before i learned to dance and sing and act in films, i was just redesigning clothes. I found that there was not exactly what I needed that fit me at the time [...] From the time I was little I would get a whacked pair of pants, really cheap, cut them up and make a beautiful tiny mini skirt out of them because I was on a lower budget at the time [...] I'd get just a plain sweatshirt and I'd make suspenders out of it by (cutting) off the sleeves, or I'd get a little pair of my pants for my birthday and I'd open them up, sew them together, cut them off, and I'd have a really cute little pink mini skirt, or something. I'd rip off the Smurf pockets." Lopez made clear a main incentive for her fashion line, to fit women who had issues like her finding the right clothes "I find it is difficult for women who are curvaceous to find clothes in stores that fit. The voluptuous woman is almost ignored. I want to offer clothes that are wonderfully designed and will fit women of all sizes. Everybody gets to be sexy." Lopez officially announced and launched a lifestyle brand as "J.Lo by Jennifer Lopez" in April 2001; she introduced it as not only a fashion line, but as something that would also include 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. Sweetface Fashion Sweetface Fashion, an organization