JLo by Jennifer Lopez is an American lifestyle brand founded by Jennifer Lopez in 2001. The line, which would eventually also include eyewear, swimwear, accessories, and a fragrance. She introduced it as not only a fashion line, but as something that would also include many different types of clothing for young and older women, including swimwear, fragrances, eyewear, jewelry, hats, gloves, and scarves, outerwear, handbags, lingerie, bed sheets, decorative pillows, watches, and footwear.