First Madonna then Kate Moss and now Lily Allen – this celebrity-designed clothing line fad is getting silly, although we will admit a certain degree of excitement about the forthcoming collection that Scatman John designed exclusively for Pound Shop.
But until that fateful day, we have to put up with Lily Allen making clothes for New Look instead. The Lily Loves collection was launched yesterday, comprised of six dresses, a few shoes and a couple of rings. Although why we're telling you this is beyond us since a) compared to Topshop's launch of the Kate Moss collection last week Lily's launch was a bit of a fart in a hurricane and b) the last time we went into a New Look was when we were teenagers and all the cheap clothes, squawking girls and loud music scared the shit out of us, so that probably goes the same for you.
The type of celebrity that a clothes shop ropes in to design clothes for them says a lot about how the store is seen. For instance, when Madonna signed up with H&M the message was 'Hey, this is a shop for rich old ladies who adopt brown babies on a whim as well as stylish young Swedes', while Kate Moss making clothes for Topshop said 'Admit it, you want to buy these outfits so dirty-looking junkie tosspots find you attractive too.'
So, with this in mind, what does Lily Allen designing clothes say about New Look? Probably that New Look shoppers want nothing more than to look like Lily Allen, because dressing up like a three-foot-tall munchkin who wusses out of tours easily, deliberately starts fights with both boring singers and tedious pikeys for publicity and looks a little bit like the tooth fairy from the Listerine advert.
But it doesn't really matter what New Look wants people to think about Lily Allen designing a collection of clothes, because compared to the Kate Moss Topshop circus last week, the launch of the Lily Loves range was always going to look like a damp squib with journalists massively outnumbering actual shoppers outside the Oxford Street branch of New Look yesterday morning. But Lily Allen just doesn't care, as Metro quotes:
"I don't see any point in comparing these things. I did not go into music to compare myself to other artists… it's a bit boring really. We are just women and trying to get on with our lives. They are both totally different women and have totally different fan bases to me. Kate Moss is a model, for God's sake. Of course they are going to sell more than I do – they are massive international names. I do not see it as a competition at all."
Sounds like an admission of defeat to us. Still, although you can't judge the success of a fashion range on one day alone, it might not be time for Lily Allen to stop selling her girlfriend skills to the highest bidder just yet.