Cover Musician/Designer Gwen Stefani photographed in 2006, with clothes from her L.A.M.B line (Photo by Todd Plitt/Getty Images)
Musician/Designer Gwen Stefani photographed in 2006, with clothes from her L.A.M.B line (Photo by Todd Plitt/Getty Images)
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Some of these celebrity brands soared and some stumbled, but all left an imprint on the industry. These are a reminder that fashion, like fame, can be as fleeting as it is fabulous
In the late 1990s and early 2000s, the celebrity fashion brand boom was impossible to ignore. Pop stars, actresses and cultural icons weren’t just gracing red carpets; they were creating and curating entire clothing lines, infusing their styles into ready-to-wear collections that promised fans the look of stardom. Some of these celebrity brands soared to the heights of high fashion, while others crashed under the weight of trends and changing markets. Yet each told a fascinating story of ambition, reinvention and the ever-blurring lines between celebrity and commerce.
While a few of these brands took off, many others disappeared—but all left an imprint on the industry. These are a reminder that fashion, like fame, can be as fleeting as it is fabulous
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1. House of Harlow 1960 / Nicole Richie
Nicole Richie launched House of Harlow 1960 in 2008. Initially a jewellery line that embodied Richie’s bohemian-chic aesthetic, the reality show star drew inspiration from the 1960s and 70s. Richie later expanded the brand into a full fashion house, complete with clothing, eyewear, accessories and even home fragrance. At its peak, House of Harlow 1960 was synonymous with California cool and became a staple at fashion weeks and on celebrity style blogs. Though still active, House of Harlow 1960 buzz has significantly faded. The brand was last hyped back in 2021, but it no longer commands the same fashion-forward reputation it once enjoyed.
2. Bitten / Sarah Jessica Parker
Sarah Jessica Parker's status as a style icon has only been cemented by her role as Carrie Bradshaw in Sex and the City. So, in 2007, when she launched Bitten in partnership with the now-defunct retailer Steve & Barry's, aspiring fashionistas drooled. The line was designed to be affordable yet stylish, with Parker famously declaring that "fashion is not a luxury." Despite its strong message and Parker's influence, Bitten disappeared after Steve & Barry's filed for bankruptcy in 2008, cutting short what could have been a promising venture.
See more: Sarah Jessica Parker on how New York has been an inspiration for her footwear brand SJP Collection
3. Fetish / Eve
Eve's fashion line, Fetish, debuted in 2003 and reflected the rapper's bold, edgy style. The brand was a pioneer in bringing urban fashion to a luxury space, featuring daring designs and a strong, feminine aesthetic. However, despite its initial success, Fetish folded after a few years due to financial and production challenges. It became one of many early-2000s celebrity brands that couldn’t sustain long-term growth.
4. William Rast / Justin Timberlake and Trace Ayala
Justin Timberlake and childhood friend Trace Ayala named their 2005 fashion venture after their grandparents. William Rast was a denim-focused brand that mixed Southern influences with modern Americana. It had a strong debut, showing at New York Fashion Week and landing in high-end department stores. However, as the premium denim trend waned, William Rast pivoted toward more mid-market retailers, losing its luxury appeal and gradually slipping out of the fashion spotlight. It eventually went bankrupt and was purchased by Yehuda Shmidman in 2021.
Also read: The 5 best designer denim labels right now
5. Sweetface / Jennifer Lopez
Jennifer Lopez's new skincare products may not be selling off shelves, but once upon a time, she was a mega entrepreneur. In 2013, after the success of her fashion and home line, the Jennifer Lopez Collection, J.Lo launched the more upscale Sweetface. It supposedly embodied Lopez's signature glamour, with bold designs and a sexy, urban edge. The brand enjoyed a solid run in the mid-2000s, but as Lopez's focus shifted and the fashion market evolved, Sweetface closed in 2009, leaving behind a stylish legacy but no lasting commercial presence.
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6. L.A.M.B. / Gwen Stefani
Gwen Stefani's L.A.M.B. (Love. Angel. Music. Baby.) debuted in 2004 and quickly became one of the most successful celebrity brands and fashion ventures of its time. Known for its eclectic mix of punk, ska and Japanese Harajuku influences, L.A.M.B. was a critical and commercial hit, earning spots in high-end boutiques and on major runways. Though the brand still exists, its prominence has significantly diminished, with Stefani focusing more on her music and beauty ventures.
7. Whitney Eve / Whitney Port
Whitney Port, known for her role on The Hills, established Whitney Eve in 2008. It was essentially a collection of her own style, full of contemporary and modern pieces. Port showcased her label at New York Fashion Week and though she earned some critical acclaim, Whitney Eve struggled to distinguish itself in a saturated market. By the mid-2010s, the brand had quietly dissolved, with Port shifting her focus to media and lifestyle projects.
8. House of Deréon / Beyoncé and Tina Knowles
House of Deréon, created by Beyoncé and her mother Tina Knowles, was launched in 2004 as a tribute to Beyoncé's grandmother and their family’s Creole heritage. The line featured bold prints, figure-hugging silhouettes and a glamorous aesthetic—very Beyoncé. While House of Deréon saw commercial success, it eventually wilted from the market, with the Knowles family focusing on other fashion ventures like Ivy Park. Unfortunately, Ivy Park also significantly underperformed in sales, missing internal projections by over US$200 million and cutting the Grammy winner's collaboration with Adidas short.
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