Jennifer Lopez & Marc Anthony for Kohl’s

What: Kohl’s announced their partnership with celebrity power couple Jennifer Lopez and Marc Anthony for an industry-first multi-department contemporary lifestyle brands. The couple will design a complete line of clothes, shoes and accessories and may expand into home collection as well. Their first collection will be available in Kohl’s stores nationwide and Kohls.com beginning Fall 2011.

What They Say:

We are pleased to announce lifestyle brands with one of the most successful and talented couples in the entertainment business and have every confidence Jennifer Lopez and Marc Anthony will resonate with our customers,” said Kevin Mansell, Kohl’s chairman, president and chief executive officer. “The addition of the Jennifer Lopez and Marc Anthony collections further differentiates Kohl’s with exclusive, world-class partnerships and positions us to continue to gain market share.”

“We are thrilled to embark on this new venture with Kohl’s and to join in this important partnership,” said Jennifer Lopez and Marc Anthony. “These are really exciting times for us and
our family and we are looking forward to collaborating with Kohl’s in the creation of a lifestyle brand that represents our true style and the essence of who we are and what we have come to represent as artists. It is with much excitement that we can bring this to the Kohl’s customer.”

“Having the pleasure of working closely with Jennifer and Marc over the last several years, this exciting partnership represents a new high for the fashion industry,” said Tommy Hilfiger, owner of Star Branding which is a partner in MESH, a division of LF USA. “MESH’s proven ability to create compelling lifestyle brands combined with Jennifer’s and Marc’s unparalleled talent and Kohl’s’ dominant and visionary position in the retail community creates a truly powerful fashion proposition for the consumer.”

What We Say: At this point, most celebrity designer announcements leave us, well, speechless — and this is no exception. Does JLO sometimes exhibit sexy we-want-it style? Sure. Does Marc Anthony exude effortless smoldering cool? Yep. Did the couple peak about three years ago (if we’re being generous)? Exactly. That’s not to say we’re only interested in the trendster-of-the-moment, but when we see celebs signing on for a new fashion venture these days we’re really wanting to see them offering something current/edgy/unique. We’re not sure this pairing will result in anything really new, and quite frankly Kohl’s partnerships with celebs and designers has not historically blown us away — usually it seems the celeb/designer in question leans more towards tradition Kohl’s than Kohl’s uses the opportunity to go truly designer (Vera Wang anyone?). We’re not counting them out completely, but we’re not on the edge of our budget-style-loving seats either.

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