Heralding from those indulgent reality TV series which keep viewers hooked to E4 and ITV2 respectively, Oliver Proudlock of Made in Chelsea and Queen of Vajazzle fame, Amy Childs of The Only Way is Essex (a.k.a. TOWIE) have each taken a step into the sartorial realm.
With a proven nous for style as founder of contemporary fashion brand, Serge DeNimes, Oliver Proudlock has turned his talents to the launch of a new eponymous style blog, Proudlock Style. The soon-to-be number one destination for emerging labels and up-and-coming designers, the blog will also serve as a platform for Ollie’s on-trend personal style with particular attention paid to the star’s favourite brands. Each week a different brand will take the spotlight and will culminate with Friday’s ensemble comprising only garments from the Brand of The Week. Combining his online presence with his existing retail enterprise, Proudlock will be inviting shoppers to come dressed in their most on-trend outfit when they visit his Serge DeNimes pop-up shop at Wolf and Badger in Notting Hill. One person chosen from each day while the shop is running will be cast as Most Stylish in place of Ollie on the blog.
Meanwhile, former TOWIE starlet, Amy Childs is adding to her existing clothing and beauty ventures with a foray into the world of jewellery as she teams up with accessories brand, Mikey London. Removed from the sparkling decoration she drew attention to on the Essex series, Childs will be launching her debut jewellery collection Amy Childs by Mikey London at The Millenium Mayfair Hotel. Comprised of over 100 pieces, featuring bangles, earrings, necklaces rings and hair pieces, there are a few pieces to reflect Childs’ sassy persona with a set of diamante lip-shaped bangles, earrings and matching rings in candy pink and red. Its first ever celebrity jewellery collaboration, Mikey London arrived in 1989 attracting a loyal following with its glamorous and distinctive pieces that ultimately conveyed the brand’s ethos that ‘a woman can never own too many sparkly things’. It stands to reason then that the woman who made a name for herself thanks to her own concept of ‘sparkly things’ should become the brand’s celeb ambassador. With prices ranging from £15 to £100, the collection will be available at Childs’ Brentwood boutique in Essex, with a handpicked selection of pieces also available online.
So, as more and more of the reality stars line up endorsements, from Millie Mackintosh as the face of Killer Colours to TOWIE’s uber couple James ‘Arg’ Argent and Sam Faiers turning their hands to his n’ hers perfumes; it’s only a matter of time before the entire world is made up of team Chelsea and team TOWIE!!