Celebrities live and breathe their brand. Whether it’s making a personal appearance or demanding six-figure sums for their size zero bodies to showcase the latest hot trend, celebrity is a powerful force. And it’s here to stay. We work with celebrity stylists and the fashion press every dayfor our clients, and its generating fantastic results.

Although not new, the power of celebrity is certainly evolving. You could hear the astonishment when The Only Way is Essex won a BAFTA this year! And when reality shows such as Strictly Come Dancing closely rival the viewing figures for this year’s Royal Wedding, you need to sit up and listen.

Many A-listers through to Z listers have extended their brand into fashion. I’m intrigued to see who does this, and more importantly, who does it well?

Whilst I’m less convinced by the Amy Childs Lipstick clothes collection, celebrities such as Victoria Beckham, Stella McCartney and Liam Gallagher have seen their designer labels flourish. Liam’s Pretty Green line scooped Best Breakthrough Brand at the WGSN Global Fashion Awards 2011, and Victoria Beckham has gone from strength to strength, winning Designer Brand of the Year at the British Fashion Awards in November.

Kate Moss’s collection for Topshop lasted 3 years, so in my book a success and Cheryl Cole’s Stylistpick shoes collection has just launched but makes a sassy style statement.

It goes to show that a famous name offering well-conceived, beautifully crafted products can deliver real brand authenticity.