For the past few years, celebrity names have been landing on clothing labels almost as frequently as they land up in the tabloids.
The perennially shirtless actor Matthew McConaughey launched JK Livin beachwear, octogenarian actress Cloris Leachman unspooled her flowy Clorisline, and business magnate Donald Trump tied his name to neckties.
Then the fashion industry bible, Women's Wear Daily, declared that celebrity lines had lost their lustre, citing Jennifer Lopez's Sweetface label, Heidi Montag's Heidiwood and Mandy Moore's Mblem -shirt line as the most recent casualties.
But don't write off Leachman's muumuus just yet. Though experts agree that the competition is getting tougher, the public's interest in celebrities is at an all-time high. And some suggest celebrity currency may even rise in the apparel market, now that designer currency is diminishing.
The celebrity clothing business is "a lot more selective than it used to be", said Andy Cohan, co-chief executive of LA-based licensing company ACI Licensing, which brokered deals for Daisy Fuentes, Mariah Carey, Kristin Davis and others. "But it's still viable, particularly in the mid-tier and mass-market level."
Marshal Cohen, the chief industry analyst for the market research firm NPD Group, agrees. "It used to be if you were a celeb you only wanted to go upscale, that was the perception," Cohen said.
"And four or five years ago, when Martha Stewart went to Kmart, everyone went, 'Huh?'
"But now there is this movement of celebrities being more in touch with the masses. It's counter-cultural nouveau chic to go down- market. It's no longer about the car you drive or the jet you have."
Even amid the economic downturn, new celebrity brands are launching. Miley Cyrus and designer Max Azria teamed up for a line of casual separates in Wal-Mart stores.
Gwyneth Paltrow's upscale line of jersey separates for Zoe Tees has just landed in Matches stores in London.
Lindsay Lohan is joining Ungaro as its "artistic adviser", a newly created position. Nicole Richie has a new Nicole line of maternity wear for A Pea in the Pod that features leggings and smocked maxi-dresses.
Mary Kate and Ashley Olsen have parlayed their signature brand of boyfriend chic into two labels - the upscale line the Row and the more moderately priced Elizabeth and James.
Since launching in 2007, Elizabeth and James has seen more than 500 percent growth in apparel sales, according to marketing director Kristen Walsh.
The actress-designers were recently admitted into the Council of Fashion Designers of America, a select industry group, and they are expanding their brand to include menswear.
"We have had tremendous success with Elizabeth and James," said Kate Ciepluch, fashion director for online retailer Shopbop.com, who also said the line was among the site's top sellers.
"I think it is because the Olsens live and breathe fashion... It's not something people are doing on the side.
"The styles are so on point; that is what is driving their success. Obviously, they have the resources to get great PR," Ciepluch said. "But at the end of the day it's all about the product." - Los Angeles Times