J.Lo collaborates with DSW

Fashionistas can begin putting their fiercest foot forward this spring

Jennifer Lopez will soon be helping shoppers put their best – and perhaps fiercest – foot forward with the JLO JENNIFER LOPEZ collection at DSW Designer Shoe Warehouse and DSW.com. It starts with a footwear line this spring, with handbags to follow.

Just as the multimedia phenom is known for bringing a little extra to anything she does, Lopez is partnering with Designer Brands in a deal that goes beyond licensing. According to press materials, creative authority rests with Lopez and her team, with technical experience and guidance from Camuto Group. Day-to-day activities will be led by various operating units within Designer Brands.

“Since the beginning of my career, I’ve wanted to do it all – music, mov­ies and fashion. There are so many facets to my career, and that’s what I wanted to bring to my collection with DSW,” Lopez said. “It’s my hope that people can find shoes they love and express multiple sides of themselves, all while remaining true to their most authentic self.”

Lopez has famously said that love “don’t cost a thing.” As for the shoes and accessories? Lopez describes the pricing as “accessible.”

Designer Brands CEO Roger Rawlins, on the other hand, might consider the collaboration priceless. It doesn’t only support the company’s strategy of growing market share through differentiated products and differentiated experiences. It also will engage new customers across emerging platforms, he said, “and builds on our successful 2018 acquisition of Camuto Group, letting us leverage in-house brand development, and fully utilize our internal design and sourcing capabilities.”

Working with Lopez, he said, “elevates Designer Brands from retail merchant and product curator to fashion leader and style innovator … . We are creating a unique and powerful new business model.”

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