Every second celebrity thinks they could wave the (imaginary) magic wand and become a fashion designer. The market is flooded and over saturated with celebrity clothing lines. I think, like with Reality TV, it is reaching it's peak and the market (i.e. retailer, consumer and media), is not as welcoming as it once was....and with supreme reason.
I don't care if J. Lo, Britney Spears, Paris Hilton, Lindsey Lohan, or Beyonce's name is written in the label. It's actually a warning sign for me to steer clear. They (generally speaking, as there are always exceptions) don't know anything about the construction of a garment or the appreciation of a perfect drape, or the difference between straight grain and bias.
That said, there is no doubt that it is a great p.r. move and a cash cow for retailers such as Kitson.
Ross's top 8 do's & don'ts:
1. Do remember that not everyone's a size 2 like you.
2. Don't think your clothing line will fly off the shelves just because you're a celebrity.
3. Do make multiple personal appearances at retail stores that support your brand. After all, you're shopping all day anyway.
4. Don't believe everything your publicist says. They are paid to agree with you.
5. Do walk to the nearest coffee shop carrying a sketchbook after alerting the paparazzi. After all, it never hurts to look like you're doing work.
6. Don't take yourself too seriously. You're not Coco Chanel.
7. Do wear your own designs more than once a year.
8. Don't have Amy Winehouse wear them.