Jennifer Lopez – a style chameleon whose fashion history stretches all the way from that tropical Gucci slashed-to-everywhere dress in 2000 to sparkly harem pants and six-pack baring crop top last week – has decided that t-shirts are what she’s most interested in right now. Forget the super-fitted shift dresses or dramatic red carpet gowns worn on her American Idol appearances or the ultra-revealing stage costumes of late, because she’s backing a new ecommerce site dedicated to the humble jersey top – called Teeology.com.
The superstar has tee’d off with two tech entrepreneurs MJ Eng and Brian Lee, and fashion businesspersons Erica Zohar and Jeff Marine. The site should launch today, but at this current time, there’s a holding page that simply states this is place where you can buy luxury limited edition t-shirts and you can sign up for more information. So far, so normal. But it’s the shopping experience will take this idea up a notch. Teeology.com goes a little something like this: t-shirts created by a range of designers will be launched onto the site, then via social networking and other innovative technologies users will vote for their favourites. Once the winners have been decided, those tees will go into production immediately. Clever, huh? Aside from the interactive fun to be had, you’ll also find a mainline of tees that can be bought whenever, wherever - no voting necessary. Considering Jennifer’s regular wardrobe of Lanvin, Victoria Beckham, Ferragamo and GUcci, you’d easily assume that that a whopping great price tag would be thwacked on all products – but the starting price for the mainline is $20 and the limited editions can be snapped up for $29.
So what do you think will be available? Sequins? Crystals? Slogans? Crop tops? We’ve selected a few choice J-Lo-wearing-tees shots for your perusal, and to be frank, they were hard to find. Scroll through why dontcha?