Celeb Designers are SO 2004

Sometimes a recession is a good thing for the fashion industry, a weeding out process of designers who had no business designing clothes in the first place-- AKA the Celeb Designer. We rejoice at the news that Heidi Montag-Pratt's "Heidiwood" line of clothing has shut down (really, am drinking a glass of bubbly now as I write!") and that a dozens others have followed suit (Paris Hilton's Dollhouse, J.Lo's Sweetface, etc). Celebrity apparel lines hit a peak a few years ago, and now that there are so many on the market, consumers are tired, or I should say sick and tired of the nonsense! On the other hand, low key endorsement deals from celebs who don't put their names on the lines seem to faring much better with their business models(Gwen Stefani's L.A.M.B and the Olsen twins' The Row and Elizabeth and James). Basically the celebs have to be willing to put in the work-- both in design and promotion/marketing side-- in order for it to succeed. Just sticking your name on something and pouting and posing is not going to cut it anymore.
Via WWD.