Jennifer Lopez -- who regularly steps out in only the bare essentials -- covered her entire bod in the sweltering NYC heat, but it may be a brilliant marketing ploy.
It was 90 degrees Friday in the Big Apple, but felt north of 100 because of humidity. That's why walking out in Guess threads from head to toe would certainly draw attention.
You may recall ... less than 2 months ago Guess announced a J Lo "It's My Party" line. Camo is not part of her line, but it could be.
BTW ... Saturday's temps promises to be even more unbearable ... 98 degrees with 64 percent humidity.