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Jennifer Lopez has already entered the clothing market with her own brand, but she has chosen to produce her new lingerie collection in co-branding with Yamamay, an Italian brand and franchising network owned by the lingerie producer Inticom SpA. Yamamay will be producing and selling the JLo for Yamamay collection in exclusive license for the next three years.
The collection, available in all Yamamay stores since mid November, has been designed targeting sophisticated and exuberant women. Bras, panties and babydolls are very sexy and are proposed in the tones of black, red, electric blue and silver. Materials are satin, chenille and metallic cloth, decorated with rhinestones and crystals.