The pop diva is very excited about her latest adventure, the launch of a contemporary collection called Sweetface “Now we are really going to show the world what we stand for.” It appears that the JLo collection has been a success and now the company is ready to move on to the next level. According to Jennifer, that equates to producing a smaller more contemporary line “with better quality and better fabrics.” The focus of Sweetface appears to be exclusivity, something that’s not going to available to the masses. It all has the familiar divaesque ring to it. Retail price points range from $150 for denim and knit tops to $600.

It appears Jenny from the Block moved out and into somewhere a little sweeter! February 11th will see the debut of the Sweetface line at the Olympus Fashion Week in New York. The JLo collection has never been featured on the runways. Ms. Lopez felt that they were not ready for that step until now. “Let’s be real. I’m obviously not at the level of a John Galliano.......but I do have a certain style and a certain image that people respond to.”

Yes, it appears to be an emerging trend that celebrity brands are on the increase and we all know that Ms. Lopez did not complete a crash course in fashion rendering and design. When you’re rich you pay people to do the grunt work and all the celebrity needs to do is say yes or no to the design proposal. However, Jennifer says she is pushing the envelope and playing a more active role in her fashion venture. She upped her involvement in the design and business operations in the months before two key executives left Sweetface fashions late last summer. So does this mean she will be swapping the microphone for the sewing machine? Personally I don’t think Ms Lopez can take that chance.

It’s reported that tracks from her latest album “Rebirth” will be blasting in the tents at Bryant Park, so there will be absolutely no question of whose fashion show is going on. Also, it appears that JLo look-a-likes will be modeling the clothes for shoots and runway shows. No surprises there. Her show will be split into three parts, representing stages of Lopez’s life. The street-edged “Birth” segment will represent her start in the Bronx, another group will reflect her musical career and a glamorous finale will be reflecting her persona as a celebrity. Where many fashion designers such as Alexander McQueen, Chanel, Marc Jacobs will be inspired to design clothing based on a great novel or an art period, it appears Lopez is inspired by herself only.