... clothes designer. Everyone - from Justin Timberlake to Jay-Z to Sienna Miller - is turning their hand to fashion. Is there no end to their talents? IT'S NO LONGER enough for celebrities to star in a box-office hit, record a multi-platinum-selling album, or even develop a fragrance. In a world where people are only as good as their name, it seems that starting a fashion label has become the only way to make their worth. Dozens of stars are vying to put their clothes on your back: Phat Farm by Russell Simmons (co-founder of hip-hop label Def Jam), Sean John by P. Diddy, Rocawear by rapper Jay-Z, Chick by socialite Nicky Hilton... the list goes on. Many of these lines were started in the mid-1990s, but now, it seems, stars are moving away from the cheesiness usually associated with celebrity labels to try their hand at high fashion a la Vogue. One of the first celebrity forays into the real fashion world was Sadie Frost and Jemima French's lingerie line, FrostFrench, which launched four years ago at London Fashion Week; their friend Kate Moss opened the show to a star-studded crowd. The collection may have had more glitz than substance but it paved the way for celebrities eager to be taken seriously by fashion critics. Jennifer Lopez rose to the challenge with her label Sweetface at the autumn/winter Olympus Fashion Week in New York last year. The line successfully blends Lopez's new-found classic femininity with high-fashion trends, and this season's voluminous silhouettes and cinched waists could easily have graced the catwalks of Burberry. Gwen Stefani, who dabbled in fashion design before embarking on her singing career, went back to her roots and launched L.A.M.B. (Love Angel Music Baby). Inspired by Vivienne Westwood and John Galliano, the label garnered rave reviews. 'After a fantastic show in New York, we introduced her collection into our store for spring,' says Andrew Keith, vice president of merchandising at Lane Crawford. 'The sales have been strong and we are delighted.' Perhaps the biggest hit has been Jovovich-Hawk - the vintage-inspired label by models Milla Jovovich and Carmen Hawk. Their simple yet strong designs have taken the fashion world by storm; the premier collection was bought exclusively by Fred Segal and sold out in days. Michelle Bang, associate buyer at Harvey Nichols, insists that it takes more than a big name to sell at a major department store, though. 'We do not necessarily buy labels because they are 'celebrity lines'. We purchase brands based on the strength of each season's collection. We are launching Sweetface and Jovovich-Hawk this fall because we feel they are feminine collections that will suit our customers in Hong Kong.' The past year has seen a slew of celebrities attempting to imitate Jovovich-Hawk's success: singer Beyonce Knowles and her mother Tina have started the Roberto Cavalli-inspired House of Dereon, while British actress Helena Bonham Carter has teamed up with swimwear designer Samantha Sage to launch Pantaloonies, an underwear line. Justin Timberlake will show his label William Rast at LA Fashion Week this October and later this year we should see Sienna Miller's capsule collection for Pepe jeans. Kate Moss is also reputedly launching a fashion label - to be called either Mossy or Lila Loves, after her daughter. This craze is not just limited to Hollywood. Local socialite Audrey Chiu and designer Richie Ortega have launched When I Was 5, a collection of feminine dresses and intricately detailed tops. It is stocked at Lane Crawford, or at invitation-only trunk shows at the Chiu mansion. Earlier this year Wendy Puyat-Hotung, another Hong Kong socialite, created A Starlet is Born, a resortwear line, currently in its first season at Lane Crawford and Harvey Nichols, Dubai. Despite being a regular on the Hong Kong social scene, Puyat-Hotung doesn't feel her name will boost her sales. 'I wouldn't say that I am well known but I have been lucky to make many nice friends and I do hope that people will like the designs.' In the fickle world of fashion, that's all that matters.