By Karen Talley
Singer and actress Jennifer Lopez remains committed to launching a clothing line at Kohl's Corp. with husband Marc Anthony despite recently announced plans to divorce.
Mark Young, Ms. Lopez's publicist, said the Kohl's launch in September "will proceed as planned." Mr. Young called Ms. Lopez's line "distinctive" and said it represents style in an accessible way.
The star couple announced over the weekend plans to split after seven years of marriage, and retail-industry watchers said it is bad timing for the planned apparel rollout. Over the weekend, after the couple's announcement, Kohl's also said the launch would continue and that the lines can stand by themselves.
"The Jennifer Lopez and Marc Anthony brands have always been positioned as two separate, distinctive collections," a spokeswoman for Kohl's said.
The retailer calls the lines the largest launch of exclusive merchandise in the company's 49-year history. Kohl's has been talking up the lines and planning a big publicity push as the retailer looks for the brands to boost sales.
The lines will encompass virtually every merchandise category that Kohl's carries. The brands will be a move by the department-store chain to step up its so-called aspirational, or higher-quality, offerings.
The products, with Ms. Lopez taking a big hand in the women's offerings and Mr. Anthony involved in the men's, were expected to be promoted around their lifestyles and publicized together.
"These kinds of situations create consumer disappointment and disengagement with the celebrity," said Robert Passikoff, founder of Brands Keys, a brand-consulting firm. "Right now, Kohl's has to go through with it. They have made an investment in the merchandise and the licensing fees."
In good news for Kohl's in terms of the couple shooting for an amicable divorce, they have said they will go through with their Latin talent-search show. "The best thing [Kohl's] can do is sit very quietly and hope there is no more bad news about Marc or Jennifer," Mr. Passikoff said.