It's well observed that if a celebrity is spotted in clothes and that's captured in a magazine that the sales of those clothes through the roof.

We asked consumers in focus groups, 'Would you rather return things to stores and have to pay sales tax?' and they chose no sales tax,

My goal is: I'm not trying to be snobby, but my clothes are not for everyone, not for every Hollywood celebrity. There is a designer for everyone, and a celebrity for every designer.

The advertisement still has to be creative. Additionally, the consumer wants to see the celebrity 'on the job', i.e. in a known role or stereotype.

Get your product out there and get immediate impact without having to pay for a celebrity endorsement. That's the goal. Just get a picture of them holding the product.

If you say a modern celebrity is an adulterer, a pervert and a drug addict, all it means is that you've read his autobiography.