J.Lo Brings New York Style To The Windy City

Having gone from the funky tracksuits of Jenny From The Block to the ladylike looks of Mrs Marc Anthony, Jennifer Lopez has just unveiled her very own world of fashion.

Thousands of screaming fans greeted the Shall We Dance actress on Thursday as she opened the "World Of J Lo" shop, a new boutique dedicated to bringing her style to the public.

In keeping with the sleeker image she's sported of late, the star chose a floor-length floral dress for the event at Chicago's Marshall Field store, where the entire second floor will be taken up by all things Jennifer Lopez.

Described by the singer as a mix of "where I come from and what I've seen", the array of clothes, lingerie and accessories, including selections from her Sweetface label, will leave behind much of the bling in favour of young, casual looks. Admirers of her former hip-hop persona won't miss out completely, however, as the range includes items like Bollywood-inspired medallion necklaces and sweatpants.

Fans started lining up around the block before Jennifer arrived, and as she got onto the stage to launch the shop people were chanting her name and cheering loudly. "I didn't expect a little in-store appearance to be this big," she said later. "I was really stunned."