Designer Brands, Inc. is teaming up with global superstar Jennifer Lopez for a business partnership that will see the exclusive launch of the JLO Jennifer Lopez brand at DSW Designer Shoe Warehouse.
The new brand will launch with the release of a footwear line in spring 2020, while a line of handbags is set to follow in the future.
Described by Designer Brands as “more than just a traditional celebrity licensing deal,” the business will design, source and sell footwear and accessories. Day-to-day activities will be led by operating units at Designer Brands, while creative responsibilities will fall to Lopez and her team, who will receive technical advice from Camuto Group, a company acquired by Designer Brands through a joint venture with Authentic Brands Group in November 2018.
“Working with Jennifer Lopez elevates Designer Brands from retail merchant and product curator to fashion leader and style innovator,” said Designer Brands CEO Roger Rawlins in a release. “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.”
Rawlins went on to describe the partnership as a “a unique and powerful new business model,” praising Lopez’s strong connection with her fans and highlighting the visibility that her popularity will bring to the new brand.
It’s been a busy few months for the award-winning actress, producer and singer, who has fronted Coach, Guess and Versace campaigns and launched her new fragrance, “promise,” all since receiving the CFDA’s 2019 Fashion Icon Award in June of last year.
As well as DSW Designer Shoe Warehouse, Designer Brands owns the The Shoe Company and Shoe Warehouse brands, operating some 1,000 stores throughout North America under the three banners.
The JLO Jennifer Lopez launch collection will be available exclusively at DSW Designer Shoe Warehouse stores in the U.S. and Canada, as well as on the chain’s e-commerce website.