Has Celebrity gone out of Fashion?

Fame and fashion. It seems they can't get enough of each other. Just as we think our celebrity-driven culture has reached its peak, they meet again in ever-surprising ways.The point in question is the recent news that actress Cate Blanchett has become the face of Donna Karan. For an undisclosed sum, she will enter an exclusive advertising agreement with Karan for three seasons. And Blanchett is just the latest example. In the past month or so, J Lo has signed up with Louis Vuitton, Adrian Brody with Zegna (the Italian house wanted "inspiring and interesting real men"); Christina Aguilera with Versace, in their first celebrity campaign in six years; and just this week, Victoria Beckham with Dolce & Gabbana. Meanwhile, Winona Ryder is mocking her own shoplifting spree in adverts for Marc Jacobs. Joanne Briscoe, author of 'Skin' states "the fashion world still clearly believes that heavy investment in a known name pays dividends, despite the retorts from various commentators that the celebrity machine has become a little tired." We've lived through an era in which Elizabeth Hurley can achieve global fame by wearing a frock, and broadsheets feel obliged to treat C-list actresses as news, goes the argument; has the Heat-reading generation not had enough? It's obvious what Blanchett would bring to an ad: cool, ethereal - yet edgy, purity and effortless class. As Donna Karan says: "It was important for me to find someone who was as beautiful inside as outside." But J Lo? The message is mixed. Designer Marc Jacobs wanted a "sophisticated, influential and sexy woman" to front the Vuitton campaign, but while the image that the brand tries to convey is one of unashamed jet-set luxury, Lopez herself is keen to stress her bus-stop charms. Vuitton, like Burberry, promotes a notion of exclusivity, yet belongs to the Posh Spice classes at heart, and skillfully reaches the richer masses. As for the celebs, the decision is simple: if you can't beat them, you join them, and play the game cleverly. The red carpet wars are highly ferocious, even mixing couture with a high street look carries a commercial implication. It's virtually impossible for a Name not to endorse a brand: at current levels of scrutiny, every sartorial choice is a product placement. "What do you call advertising?" asks fashion writer Melanie Rickey. "Everything is about endorsement. Western celebrities, of course, have always advertised in Asia on the quiet. Lucratively paid, it ensured limited, specific exposure. And the celeb-as-model has a long history. Sophia Loren, Marlene Dietrich and Natalie Wood posed in pelts for Blackglama furs in the 1960s. In the 1970s, Brooke Shields famously and provocatively promoted Calvin Klein jeans, while Debbie Harry did her bit for Gloria Vanderbilt. What's next? Or more relevantly, who? May we suggest Her Majesty the Queen for Aquascutum?