Celebrity Fashion. Celebrity Designer Smack Down. Some Celeb Lines Are Predictably Failing. Second City Style Fashion Blog

December 18, 2006 • Celebrity Style

Celeb_fashion_gwen Doing Well

Not so much

My prayers have been answered! At last the world is beginning to wake up and notice…celebs don’t make good designers, always. According to today’s WWD, the shakeout is finally happening!

A few years ago, the fashion industry saw an explosion of music and
Hollywood stars who suddenly decided to become designers. Jennifer
Lopez, Beyoncé Knowles and Gwen Stefani
were among the first few, but
in no time, everyone from A- to Z-listers were turning themselves into
clothing and beauty brands. Today, Mary-Kate and Ashley Olsen have
everything from sportswear to area rugs; Mandy Moore has T-shirts;
Hilary Duff has sportswear and accessories; Jaime Pressly recently
introduced a contemporary sportswear collection, and Pamela Anderson,
naturally, is pushing her lingerie label. Even Nikki Sixx from metal
band Mötley Crüe and Travis Barker from Blink 182 have clothing lines.

the winners and losers are starting to emerge. The current leaders are
clearly Stefani’s L.A.M.B., Kimora Lee Simmons’ Baby Phat and Rocawear
according to retailers, while high-profile brands such as JLO by
Jennifer Lopez, Nicky Hilton and Jessica Simpson are struggling

One thing is clear,
however: the market isn’t what it once was. Rob Smith, executive vice
president and general merchandise manager for Macy’s East, said
overall, celebrity fashion lines have slowed down at retail.

has softened a lot," he said. "I’m not sure it’s because of the product
or the fact that Jennifer just isn’t out there as much as she used to
be, but the line isn’t performing like it used to. I think the idea of
the celebrity is still huge, it’s just that when it comes to fashion,
no one has done it well."

Macy’s did try Chick by Nicky Hilton, which didn’t perform
well. "It just didn’t work, we no longer carry it," Smith said.

Part of the problem is that celebrity lines continue to multiply at
a time when consumers appear bored with the entire concept. They
rabidly follow celebrities’ personal lives more than ever; they just
don’t want to wear a Hollywood star’s name on their backs. Besides, nearly all celebrities have stylists that make them look the way they
do. It’s very hard to translate that look into a product line, which is
really what they count on the customer buying into.

The newest emerging celebrity is the designer, there was Viktor &
Rolf for H&M, Behnaz Sarafpour for Target — these things are what
customers like to hear about. The customer has wised up a
lot and, in turn, it’s become more challenging for a celebrity to be a

Stefani seems to be the true exception, as retailers and analysts agree her L.A.M.B. brand has continued its strength. "Gwen
has always had that style about her that gives her line that
credibility," Michael Wood, vice president and director of syndicated research at Teenage Research Unlimited said. "She wears her own clothes and she really
creates what her customers are looking for in a clothing line."

Source: WWD

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