To say that Jovovich-Hawk is by far the best celebrity fashion range has more than a touch of the faint praise about it. But things are changing, now that celebrities are finally realizing that putting their name to a bunch of velour tracksuits (J-Lo by Jennifer Lopez) does no one's career any good.
There's Gwen Stefani's label, L.A.M.B, which the pop star not only seems to wear every day -- a sign of faith I've never seen Paris Hilton demonstrate with the Barbie-lite clothes she puts her name to -- but named her recent album after.
But Jovovich-Hawk has been the real surprise success. It was described in the New York Times this year as a fashion label, with no deflating celebrity prefix, and the press and buyers have been almost universally supportive. "We were so on the defensive," says Hawk, "waiting for people just to go, `Yeah, right, whatever.'" Jovovich would have been accustomed to this scepticism: ever since she began her career as a child, alternating between modelling, acting and singing, she has been accused of being a celebrity dilettante. But here, the proof was in the very good product.