All dressed up with nowhere to go

Music industry flogs a dead clotheshorse

The music industry still wants you to kit yourself out in branded clothing. Some of the recent campaigns unlikely to tear consumers away from the Primark rails are:

* FremantleMedia, the co-producer of American Idol, has entered into a licensing agreement with Lyric Jeans to create a branded clothing line. The new American Idol jeans collection will initially be aimed at the junior market and released to coincide with the next series of the hit US show. Further expansion into other age categories is expected.

* Liverpool-based superclub Cream has teamed up with DKNY to launch a limited-edition line of branded trainers. They are designed by Mark Farrow (who created the Cream logo) and will be sold via Microzine and the Cream.

* Lead singer of The Gossip Beth Ditto may be set to follow in the footsteps of Lilly Allen and Madonna by launched her own clothing line. A new range for High Street chain New Look is rumoured to be on the cards.

Enough with the music orientated clothing lines already! What’s the thinking here? People like music, People wear clothes. Boom! instant success. This badly joined up thinking is akin to the drink and music connection that birthed Madonna and Cliff Richard wine. Association doesn’t necessitate a good product, and targeting fans only is not exactly stretching an artist’s remit either.

The Beth Ditto tie-in appears to be nothing more than an attempt to gain some anti size zero consumer perception. As for American Idol, this slap happy brand, has scored itself 41 other license agreements ranging from candy bars to shower radios. Soon you will be able to live your entire day embellished with the programme’s logo.

I wouldn’t suggest stocking your cellar with Simon Cowell Merlot though.

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