Celebrities from the worlds of music, film and reality television have the kind of media reach and marketing might that most fashion designers can only imagine. It’s no wonder that the recent boom in fashion lines bearing celebrity names have customers, retailers and investors transfixed. Owning a fashion or make-up brand is in vogue these days. Many celebs, including Rihanna, Kylie Jenner, Anushka Sharma, Lara Dutta, Kriti Sanon and Sonam Kapoor among others, have their own fashion brands.

However, the relevance of the product also plays an important role. Many young stars are coming up with their brands. Now, if their brands have fashionable stuff that reflects today’s styles and trends, and if they are reasonably priced, but if either of these things is missing, then a celebrity name can sustain them only for so long. The inspiration behind these launches, are international celebrities like singers Justin Timberlake and Jessica Simpson who own and operate large global portfolios of branded products. Additionally, online marketplaces like Amazon, Myntra and Flipkart have helped the brands to penetrate smaller towns and cities.

However, not everyone is convinced about celebrity-backed brands business. International celebs launch limited edition collections but a whole line of celebrity-owned products has seen limited success globally also. Fans respect the celebrities for their fields.