Originally marketed as "the first celebrity couple to simultaneously design collections for one retailer", following Anthony and Lopez's divorce, the lines were marked as two separate brands.

Anthony added that he concentrated on the attention to detail in his line, which he said is for anybody who's into "great quality clothes at a cheap price point".

Anthony and Lopez's partnership with Kohl's was announced during a press conference at the London Hotel in Los Angeles, California on November 18, 2010.

"[1] The Marc Anthony Collection was launched at the Kohl's Department Store in the Newport Centre Mall in Jersey City on September 7, 2011.

[8] The debut of Anthony and Lopez's lines marked the biggest product launch in the retailer's history, according to CEO Kevin Mansell.

"[8] Anthony said he had input throughout the whole designing process, "even though he doesn't have the technical skills to do things like create spec drawings.