Mon 23 Apr 2007
Teaming Up - High Street Shops Look To Celebrities For Latest Lines
Posted by joanne under Womens Tops , Fashion , Celebrities , MUSICNo Comments
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 Next month sees the launch of Topshop’s latest adventure - a collection of clothing designed through a collaboration with supermodel Kate Moss. Due to a whirl of media hype surrounding it, the collection is playing lead role in what is fast becoming a common trend in high street fashion. With the success of Madonna’s collaboration for H&M and Lily Allen soon to launch a line for New Look, chains seem to have reached a new era in which the seemingly invincible bubble of the celebrity is currently looking to take over yet another area.
 To create the eagerly anticipated collection, Moss and the Topshop team used her wardrobe as inspiration to design a line of clothing. Using existing items she already owned, Moss intervened by suggesting mixing and matching shapes and materials to produce something original. In an interview for Vogue, the supermodel claimed “It’s great. I can say I want this boot, with that heel. There are things I want that I can’t find. Like anyoneâ€. It is made clear that the collection was produced through a collaboration, not through Moss herself actually designing. The collection will include 91 pieces consisting of items such as tuxedo jackets, bikinis, party dresses, smocks, shorts and shirts. Available in over 300 stores nationwide and 30 Topshop franchises, the lines prices will range from £10 to £200.
 The Topshop Kate Moss collection will be a huge success if past events are anything to go by. M by Madonna, a collaboration of the pop superstar and Scandinavian chain H&M, was a roaring success. The collection was, again, strictly a collaboration, however Madonna claims to have done some market research herself, by testing out outfits on her husband and friends. In an interview for Elle, the singer stated “I’ve tried to make a very chic line that’s relatively inexpensiveâ€. Working closely with Margareta Van Den Bosch, Madonna helped create a line of clothing and accessories based on her own wardrobe, representing a modern spin on her own style. At the other end of the pop music industry spectrum is Lily Allen, whose distinct, quirky style has received much attention and consequently led to another celeb/high street collaboration, Lily Loves, in New Look. Also launching next month, the collection consists of dresses, shoes and brightly coloured accessories.
 There is no question that high street chains are fast joining a movement of collaborating with celebrities, but what is this movement in the name of? Fashion? I think perhaps the answer we are looking for is more along the lines of publicity and promotion. It cannot be argued that any celebrity is going to have more of a flair for design or fashion than actual fashion designers themselves, who work for these stores. While celebrities such as Madonna do have a certain style which no doubt inspires creativity in clothing to her fans, she cannot be given the new status of fashion designer.
 From the point of view of the celebrities themselves, this is a fantastic opportunity. They are able to branch out and join the speedily growing fashion industry. This inevitably leads to further promotion for the star and increases their fan base as shoppers snap up their latest looks. For the high street chains, paying a star to borrow their name (and apparently fashion expertise) is clearly an investment. The press coverage alone boosts the shops publicity campaign, but also the celebrity in question consequently becomes a walking billboard for the brand. All this extra promotion unquestionably increases sales. So the collaborations are seemingly a great idea - all parties benefit, with positive publicity all round.
 What about the real designers though? Breaking through in the fashion industry is commonly known to be difficult. Having the talent is only half the job, and networking and publicity is central to a designers success. When only a small percentage of these artists actually break the industry, it must at times be somewhat disheartening. Those who are lucky enough to make a name for themselves will have no doubt worked excruciatingly hard. So, to then realise that there is a new trend in town - to assign the job of designing a new collection to, not a rival designer, but a celebrity, I should imagine some are a tad pissed off. The more that stores and stars form teams, fashion designers will lose out on work due to the power in a famous name.
 The new trend of teaming up, however, may be just a natural progression in a society obsessed with celebrity. What was once a question of design and artist is now one of image and star. People want fashion which creates an image for themselves, an image based on icons, their favourite celebrity. Shops reflect this shift in fashion attitude by bringing out ranges stemming from certain celebrity styles. It then makes sense that the next natural step is for the celebrities to be involved in the production process. Perhaps this is a pivotal time in fashion history, as the line between designer and star slowly disintegrates creating an entirely new face of fashion.
 Philip Green, the owner of Topshop, knew what he was doing signing an iconic supermodel.
Shoppers themselves will be the final judge on May 1st, as it plays host for the biggest celebrity/high street collaboration to date. The public are clued up enough to know that assigning a name to something has to be taken with a pinch of salt. Whether they choose to spend their money on these collections, however, will be the swaying tide, it is this that will encourage more collaborations with celebrities. From the rate of success so far, shoppers seem delighted to support the pairing up. Come May Day, I don’t think Green will have anything to worry about. Exclusively By Syamala UphamÂ
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    Episode 4