Denise Seegal, one-time president of both Liz Claiborne Inc. and Calvin Klein's CK Men's and Women's divisions, will become president and ceo of Sweetface Fashion Co. (New York), the holding company for the J. Lo by Jennifer Lopez clothing line. She will report directly to the company's creative director, Jennifer Lopez.
Seegal was also founding president of DKNY, and before that had been executive vp at Ralph Lauren Womenswear, in charge of five divisions for the company. She started her career at Bloomingdale's, eventually rising to group merchandise manager in charge of designer sportswear nationally.
“Denise Seegal is a brand builder who not only has one of the great track records in the fashion industry for founding and growing important designer businesses, she has a significant retail background,” Lopez said. “While the company is only one year old, this is a real milestone for us . . . and I know that we will look back years from now and regard this as one of the most positive moves we could have made to bring our brand to its true potential.”
“Jennifer Lopez is a star in every sense of the word,” Seegal said “and has . . . been able to create a cross-cultural image and lifestyle brand. My responsibility will be to take Jennifer's influence and vision and formulate that into as many different and formidable product areas as we find feasible.”
Already successful in women's sportswear, juniors and swimwear, the company will roll out an eyewear license and launch a new fragrance — Glow by J. Lo — in the fall.
Sweetface Fashion Company was founded last year and designs and markets women's contemporary clothes, junior's women's sportswear, swimwear and opticals, plus its new fragrance product. Its products are already being carried in more than 1000 department and specialty stores throughout the U.S.