Which celebrity does not have their own fashion line? The list seems to be getting shorter as more and more stars announce their new lines and fragrances to be sold at already well established and accessible stores around the globe. The next time Sarah Jessica Parker is seen on the red carpet she may be wearing the likes of Marc Jacobs, but her new fashion line Bitten is not aimed for this Prada toting crowd. The new trend among celebrities is reaching out to the masses by providing them with trendy and affordable duds on the high street and in shopping malls everywhere. But what does the future hold for the real designers out there?

The recent deaths and retirements of a few major leaders in fashion have piqued the interest of fashionistas everywhere that are wondering who, when, and even if, they can be replaced. Some of these designers and their associated brands such as Versace and Calvin Klein have lived on in the hands of designers happy to take on and continue the legacy. In other instances the designer brand is bought out by bigger corporations looking to cash in on the already established client base. These big name designers who are so often worn at movie premiers and award shows might continue to reign but the question lies in whether or not the public and the celebrity elite will see any new big names and faces associated with fashion, as we have seen in the past.

David A. Wolf, a fashion trend forecaster and creative director of the Doneger Group believes that the era of massive empires built upon a single name or face are probably over. "The people who have empires and giant names, happened to begin their careers with the maximum window of opportunity for that kind of enterprise," said Mr. Wolfe. "That doesn't seem to exist anymore. I just can't imagine who would be a new Donna Karan."

The task for new young designers on the scene has been made doubly difficult by the number of celebrities who already have face and name recognition coming out with their own designer fashion lines. These celebs have used the already existing economic infrastructure of big names like Topshop and Tesco to market and sell their designs, or in many cases someone else's design that they have attached their name and face to. This strategy is what can give many new designers a ray of hope, using mega stores and recognisable brands to get their designs out there to be seen, purchased and worn.

The time may soon come when young budding designer's dreams are not their first catwalk show during London's Fashion Week, but a job with a big name high street store like Marks and Spencer, Debenhams or Kate Moss's choice of Topshop. The benefits of designing for big stores has even been highlighted on shows such as Project Catwalk, a reality show where young designers compete to win a job working as one of the designers at Debenhams.

This new building ground for designers just starting to get their feet wet has potential to benefit all parties involved. The designers receive more capital via sponsorship from an array of initiatives from big names stores with deep pockets looking to capitalise on fresh new looks and the public can happily drape themselves in the newest trends for prices that will not break the bank.

About the Author:

Elisha Burberry is an online, freelance journalist and keen traveller and watersports enthusiast. Originally from Scotland, she now resides in London.

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