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Sweetface Fashion Company Names Denise Seegal CEO and President

From: ASAP

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Sweetface Fashion Company, the holding company for the J. Lo by Jennifer Lopez clothing line, announced today that Denise Seegal has been named to the new post of CEO and President of the company, effective immediately. In this position she will report to Jennifer Lopez, Creative Director of the company.

Ms. Seegal has enjoyed a stellar career in the fashion industry and is widely regarded as one of the senior executives in the designer ready to wear business in the world today. She joins Sweetface from a stint as a successful marketing and branding consultant, and from 1996 into 2000 she was President of Liz Claiborne Inc., responsible for 26 brands with annual sales in excess of $3 billion. Before that she served a term at Calvin Klein, Inc as President of its CK Men's and Women's Divisions and before that she was Founding President of DKNY, the Donna Karan lifestyle brand, a position she held from 1988 to 1994. She joined Donna Karan from Ralph Lauren Womenswear where for five years she was Executive Vice President in charge of five divisions of the company. Ms. Seegal started her career at Bloomingdale's where she rose to Group Merchandise Manager in charge of designer sportswear, nationally, for the store.

Jennifer Lopez had this to say, "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. Both experiences we will draw from heavily to maximize the growth of our company. While the company is only one year old, this is a real milestone for us having Denise join 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."

Denise Seegal remarked, "Jennifer Lopez is a star in every sense of the word and she has, even as a young woman, 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 the company is successful in women's sportswear, juniors and swimwear with a roll-out of its eyewear license and with a wonderful new fragrance launching this Fall. To us, what has been accomplished to date is merely the genesis of a gigantic global fashion presence that will mirror Jennifer's success as a world class entertainer."

Sweetface Fashion Company was founded last year and designs and markets women's contemporary clothes, junior's women's sportswear, swimwear, opticals, and is launching its new fragrance, Glow by J. Lo this Fall. It's fashion offerings are available in more than 1,000 department and specialty stores throughout America and is the fastest growing line of women's contemporary clothes in the United States.

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