If, thanks to the likes of Kylie Minogue, Jennifer Lopez and Elle MacPherson, the women's wear market has long accepted direct celebrity involvement, it is – apart from the hip hop and urban clothing market – still a new idea for men's wear. Until now.
In November new men's wear label Pretty Green, a casual wear line with leanings towards Mod culture, will launch in Selfridges. It also happens to be designed by former Oasis frontman Liam Gallagher.
Alongside the singer's new venture comes Nikki Sixx, bassist and founder of band Motley Crue, who will launch his Royal Underground brand in the UK this autumn, not to mention Mary-Kate and Ashley Olsen, who are planning a men's wear line to complement their women's wear label The Row.
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