Ted Harkin looks at the the stars and their brands

ON THE CATWALK

MILLA JOVOVICH (right)
JOVOVICH-HAWK Style motto
Floaty boho

Long known as a trendsetter, the multi-talented 31year-old actress is at the top of the celebrity brand game. She began her fashion label Jovovich-Hawk with model and design partner Carmen Hawk in 2003 with the philosophy to 'feel good, look great, feel bad, look great'.

The first collection sold out almost instantly and sales of the vintageinspired spring 2007 collection were over $1 million. The pair recently designed a limited-edition collection for Barcelona-based international chain Mango and their clothes can often been seen gracing the A-list frame of many a red carpet starlet.

GWEN STEFANI LAMB & HARAJUKU LOVERS
Style motto Urban and edgy

The 37-year-old No Doubt singer turned solo artist had already become known for her quirky style when she launched her fashion label L.A.M.B.

(stands for Love Angel Music Baby).

Designed with her partner Zaldy, Gwen's range has become a huge success since she began it with her stylist Andrea Lieberman (now creative consultant) more than two years ago. She has also started a younger, funkier line called Harajuku Lovers and expect her to branch out even further: "I want to do lingerie and make-up at some point, " she says. "And a sunglass line." A perfume is also due out in the autumn.

AFFORDABLE FASHION

BEYONCE KNOWLES (right)
HOUSE OF DEREON
Style motto High-end glamour

After years of putting together sparkling creations for Destiny's Child, Beyonce's mum Tina Knowles had plenty of experience in styling eyecatching outfits. Now mother and superstar daughter have joined forces to start their own clothing range.

Named after Bey's seamstress grandmother, the line follows its own trademark, 'Couture.

Kick. Soul.' "I think someone who is fashionable and is trendsetting and is sophisticated, " says the 25-year-old singer of their typical customer.

"The thing I love about the clothes is they're easy to wear. They're not costumes; it's real beautiful, elegant clothes."

JAIME PRESSLY
J'AIME BY JAIME PRESSLY
Style motto Comfortable casuals

The My Name Is Earl star has always had a keen eye for fashion and started her own line of lingerie four years ago. A women's ready-to-wear line followed, which was warmly received at last year's LA Fashion Week and sold out within four days. "I absolutely love clothes, " says new mum Jaime, 29. "Ever since I was a little girl, I've drawn fashion and I'm a terrible shopaholic.

I like to wear things that are comfortable. My clothing line is a perfect example of my personal style as every piece can be dressed up or down, and is made out of buttery soft modal so it's always comfortable."

CHECK OUT THEIR SMALLS

KELLY BROOK (right)
KELLY BROOK LINGERIE
Style motto Fabulous curves

After working on a swimwear range for New Look, the model-turned-actress produced a stunning range of satin and lace undies for the high street fashion store. "Lingerie is something I personally have a passion for designing, " says Kelly, 27. "Every woman wants beautiful, sexy underwear at an accessible, affordable price." The reasonably priced smalls were inspired by "1920's and 1930's deco, using gun metal greys, blues and reds" according to the star herself and have proved to be extremely popular.

ELLE MACPHERSON
ELLE MACPHERSON INTIMATES
Style motto Pretty but practical

From supermodel to leading a business empire, Elle has certainly proved she is more than just a pretty face. The 44-year-old mum of-two's lingerie range was a bestseller in her native Australia when she first released it 16 years ago, before earning up to �40m in the UK. "I like creating products that I want and can't find elsewhere and that I think other women would enjoy, " she says. "Like a really pretty maternity bra that's also supportive and practical." Elle also has a range of beauty products, called The Body, and is taking her underwear brand across to the United States.

DENIM HEAVEN

VICTORIA BECKHAM (right)
DVB Style motto Tight, clean lines

The former Spice Girl started out by designing a small line of jeans with denim label Rock & Republic, then unveiled her full collection for Harvey Nichols and Harrods. "I couldn't find what I consider to be the perfect pair of jeans, so it was important for me to develop a collection that embodied all the qualities I look for, " says the 33-yearold. Victoria has also turned designer for her own range of handbags (exclusive to Japan) and sunglasses. "It's such an exciting time for me as I see my work develop from the design stage to production and then into stores. It feels so rewarding, " she adds.

JESSICA SIMPSON
PRINCY & JS BY JESSICA SIMPSON
Style motto Southern belle

Her work on the Dukes of Hazzard movie inspired Jessica, 26, to create her own denim line as part of her JS range released in 2005.

"Great jeans, " is how she summed up her signature style. "They fit the butt perfect! I'm completely involved. I will not put anything out there that I don't like myself. I've tried everything because I want to be a part of it all creatively, and I want to wear the clothes!" As well as denim featuring beading and embroidery, Jessica has a shoe range including wedges, cowboy boots and heels and also has her own line of wigs with hair stylist pal Ken Paves.

BARGAIN RACKS

SARAH JESSICA PARKER (right)
BITTEN Style motto Affordable classics

Wearing designer gear in Sex And The City made her a style icon, but when it came to her own brand, SJP chose to pair up exclusively with American mall chain Steve & Barry's.

Her budget Bitten label caused a frenzy when it went on sale across the US in June . . .

with every item priced under $20 ( 15) . "Women should be able to wear great clothes and not lie in bed at night feeling guilty about how much money they've spent, " says 42year-old Sarah Jessica. The collection's tagline sums up her views: "Fashion is not a luxury, it's a right."

HILARY DUFF
STUFF
Style motto Young 'n' funky

At the age of just 16, Hilary launched her line for basics shop Target, called Stuff. The brand, which also includes jewellery, accessories, toys and luggage, is marketed to teens and preteens and sold at retailers from Wal-Mart to Kohl's. "Having my own clothing line also means I haven't got the time to shop which is a good thing, " says Hilary, now aged 19. "I'm very involved in the clothes. I draw designs, bring in tear-sheets of colours and styles I like, I get really involved in everything." In addition to her fashion line, Duff has created her own fragrance called With Love.

DOING IT FOR THE KIDS

JENNIFER LOPEZ (right)
JLO BY JENNIFER LOPEZ, SWEETFACE & JUST SWEET
Style motto Street chic

Initially criticised for not wearing the youth-friendly JLo line she launched in 2001, the 37-year-old singer and actress returned to the marketplace with the successful . . . and more upscale . . .

Sweetface line. Her Just Sweet line, a rebranded version of JLo, debuted in March of this year and was packed with colourful tops, shirts, jackets and jeans again aimed at a younger age group. One of the most successful celeb labels currently on the market, Jen's branding extends to her super-popular scents; she kicked off the celebrity-scent trend in 2002, when she launched GLOW by JLO, a fresh floral scent that captured the highly-lucrative teen segment of the fragrance market.

MARY-KATE AND ASHLEY OLSEN
MARY-KATE AND ASHLEY, THE ROW
Style motto Crop-top tweenagers

The twins' apparel retails exclusively at Wal-Mart across America for girls aged four to 14, along with a beauty line called Mary-Kate and Ashley: Real fashion for real girls . . . part of an estimated $1bn empire. The duo, aged 20, have recently unveiled their super-secretive and expensive luxury collection, The Row.

LIFE'S A BEACH
KYLIE MINOGUE (right)
H&M LOVES KYLIE
Style motto Bohemian chic

Mixing super-trendy metallics with a more tropical feel for the Swedish label's Australia-inspired summer range, 38year-old Kylie's range of beach gear for H&M has been a hit in stores around the world. Previews show it includes turbans, towels, bags and sarongs, with ten per cent of sales being donated to WaterAid. "It has been a great experience to work with H&M on creating this summer range, " says the petite pop pixie, who shows off her curves modelling the range. "To me it is all about summer indulgence, effortless chic and lots of fun!"

ELIZABETH HURLEY
ELIZABETH HURLEY BEACH
Style motto Look-at-me luxe
The newly-married entrepreneur and face of Estee Lauder says a holiday on Valentino's yacht in the Med which left her struggling to put together outfits inspired her to create her own range of swimwear and kaftans. "My lifelong obsession with summer clothes inspired me to come up with my own beachwear line, " says Liz, 41. "I did much research and put a great deal of thought into how to look better on the beach." Designed as a 'luxury lifestyle brand', Liz's bejewelled and neon-bright collections are sold in boutiques across the globe.

GETTING SPORTY

SCARLETT JOHANSSON (right)
SCARLETT 'HEARTS' RBK
Style motto Acceptable in the '80s

Scarlett signed a deal with the sports company in July to cocreate "a fashion-forward, athletic-inspired footwear and apparel signature collection" for several years to come. She has drawn on influences from the '70s and '80s for her designs, claiming to want to bring the glamour back to working out. "I like the idea of exercise and aerobics being glamorous: Olivia Newton-John and women exercising in false eyelashes, " says 22-year-old Scarlett, who has admitted in the past to being no fan of the gym. "I am basically designing clothing for my friends, and a lot of my friends are also regular girls with lovely curves and feminine figures."

CHRISTY TURLINGTON
NUALA
Style motto Soft and loose

Since taking up yoga at the age of 18, the former supermodel has collaborated for more than eight years with sports giants Puma on a line of clothes for mind/body sports like yoga, t'ai chi and chi gong. Christy, now aged 38, says she started designing the range because she saw a gap in the market.

"Clothing was a natural . . . I thought about what's practical and what works, " she says.

"There was really a need. There was definitely a yoga style; very Flashdance, lots of ripped shirts and women wearing men's underwear.

So much of what was out there was really revealing, lots of cut-off tops, and I definitely didn't want logos on everything."