It's A J.Lo World

There will be lots of gold hoop earrings, to be sure. But Jennifer Lopez's World of JLO Shop, which opens its first U.S. location inside Marshall Field's State Street on Thursday, will go easy on the bling and focus on the young and casual.

"It's for anybody who wants to live the Jennifer lifestyle," said the line's co-founder and director Andy Hilfiger (yep, he's Tommy's brother).

A store-within-a-store of sorts, World of JLO will feature items in the JLO by Jennifer Lopez line, including apparel, accessories and lingerie.

On Thursday, Lopez will be on hand for the 4:30 p.m. unveiling of the 674-square-foot space, and will stick around that evening for a specially ticketed fashion show and reception benefiting pediatric medical research at Children's Memorial Hospital.

Hilfiger said the shop will make shoppers think "girls night out," with its brushed pink and tan color palette and stainless steel fixtures. The merchandise? Eclectic fashions for the 18- to 25-year-old set. "A lot of it is denim or athletic based that would usually be sold alongside Guess, Baby Phat or DKNY," said Hilfiger.

Marshall Field's senior buyer Catherine Champion called JLO a "line for the cool girl." It's at least for the girl who skims the fashion glossies. Among the finds: chocolate-colored, angora-blend gaucho pants with a tuxedo stripe; and double-breasted tweed jackets with military detailing and puff sleeves. Jewelry will be well represented, too, with those gold hoop earrings ("the kind Jen wears all over," according to Champion) and Bollywood-inspired medallion necklaces. Also stocked: handbags, hats, coats, watches and fragrances, including Live, Lopez's most recent debut. Items range from $25 to $250.

Moscow already has a stand-alone World of JLO Shop, and Spain will get one in 2006.