18 Mar 19
The Scottish Sun
GETTING celebs on board is the name of the game as fashion brands bid to boost sales. From established stars such as Holly Willoughby to newer ones like Channel 4’s Maya Jama, High Street stores and online traders know big names mean sales success.
Marks & Spencer sold a piece from Holly’s latest collection of “must haves” every 15 SECONDS following its launch last month. Although celebs keep their fees close to their stylishly-clothed chests, some run into six figures.
Model Verity Hensey tried out popular celebrity fashion ranges
Social media reach helps. Actor Michelle Keegan’s 3.8million Instagram followers would have seen the shots she posted of her collection. Maureen Hinton, group retail research director at analysts GlobalData, said: “Celebrities raise the brand’s profile.
“They widen their audience, in some cases by being associated with a popular TV show, helping the brand become top of mind for shoppers, which is crucial.”
But are the ranges any good?
We asked model Verity Hensey, from Clapham, South West London, to test outfits from seven collaborations for style, quality and fit and rate each out of ten.
This Morning favourite Holly has launched a range for M&S
Verity says the denim is good quality
Dress, £49.50, Holly Willoughby’s Must Haves at M&S – buy now
Trainers, £45, Holly Willoughby’s Must Haves at M&S – buy now
BEST FOR: Denim staples
VERITY’S VERDICT: “It’s flattering but feels a bit mumsy rather than cool. The denim is good quality and this outfit reflects her style. A good staple but not pushing boundaries.”
Emily Atack – LOSER
Inbetweeners star Emily is collaborating with In The Style
The model thinks this outfit isn’t worth the asking price
Dress, £29.99, Inthestyle.com – buy now
Sandals, £29.50, M&S – buy now
BEST FOR: Summer dresses
VERITY’S VERDICT: “The dress is flimsy and bad quality and the print is too brash and Bet Lynch, though the cut is flattering. It reflects Emily’s character in The Inbetweeners but is not worth the £30 asking price.”
Emma Willis – WINNER
Former model turned TV host Emma’s range is in Next
This outfit almost scored a perfect 10
Check blazer, £65, Next – buy now
Trousers, £36, Next – buy now
T-shirt, £5.50, Next – buy now
Trainers, £35, Head Over Heels – buy now
BEST FOR: Smart tailoring.
VERITY’S VERDICT: “The quality feels high and it’s a good cut. This wardrobe staple reflects what Emma would wear – she isn’t overly girly. I would buy this for myself.”
MTV and Channel 4 host Maya works with Pretty Little Thing
Maya’s jeans look cheap according to Verity
Crop top, £12, Prettylittlething.com – buy now
Jeans, £28, Prettylittlething.com – buy now
Trainers, £14.99, New Look – buy now
BEST FOR: Trend-led looks
VERITY’S VERDICT: “The jeans are a bit baggy at the front and look cheap. The top doesn’t fit me well, it’s hanging off my shoulders. But it’s quite a fashionable, casual look.”
Myleene’s designs are sold by Littlewoods
Verity doesn’t think this dress is great quality
Red asymmetric strap dress, was £74 now £29.25, Littlewoods.com – buy now
BEST FOR: Formal eventwear.
VERITY’S VERDICT: “This isn’t worth the full price, the quality doesn’t feel high at all. The fit isn’t great as the back is loose. It has too much going on, with the funny neckline and frills at the back.”
Corrie actress Michelle’s range is sold at Very.co.uk
The skirt was too fussy because of the frill
Coat, was £80 now £56, Very.co.uk – buy now
Shirt, was £35 now £24.50, Very.co.uk – buy now
Skirt, was £32 now £24.50, Very.co.uk – buy now
Heels, £40; bag, £28, Very.co.uk – buy now
BEST FOR: A capsule wardrobe.
VERITY’S VERDICT: “It’s nice that Michelle has thought of the whole outfit from coat to heels. The coat feels good quality but the frill on the skirt is too fussy.”
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Model and TV personality Abbey has joined forces with Lipsy
The model liked the way the dress draped over her figure
Dress, £32, Lipsy – buy now
Heels, £40, Schuh – buy now
BEST FOR: Glam night out looks.
VERITY’S VERDICT: “This has a nice cut and gives a flattering shape. It nips in at the waist and skims my hips but isn’t too clingy. The pattern is not as brash as some other animal prints. Cowl necks are good for bigger chests.”
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