Are celebrity fashion lines dying a death?

Celebrity fashion lines suffer, as Jennifer Lopez shelves Sweetface label

Proving that not even the A-list is immune to the credit crunch, Jennifer Lopez has announced that she is to shelve her Sweetface clothing line.

But could the ever-business-savvy star be simply keeping ahead of the game? While the market for star clothing lines boomed a couple of years ago, there has been a distinct lack of new lines – are celebrity collections simply out of fashion?

The recession has already claimed a number of A-list fashion ventures- including Mandy Moore’s Mblem and Lauren Conrad’s eponymous label – and while the official line on J-Lo’s Sweetface is that it is on hiatus, there is no word of when it will return to stores.

Sweetface launched in 2003, to sit alongside Lopez’s JLo line, which for the time being will remain in production.

A statement from the company read, ‘In light of new company strategies, we have decided to put the Sweetface line on hiatus while we prepare to reintroduce the brand in the near future with new messaging points and an entirely new fashion point of view.’

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