As well as having a big say on what is hot, and what is not, for the American label, Jessica-Parker has also been given the Presidency role and an equity stake in the company.

The 44 year-old spoke about how serious she is about her new role in he fashion industry, and the excitement that comes with investing in something.

“I think this is a brand new kind of business model, and it illustrates how serious I am about this position. I think it’s wonderful to feel invested in something,” she said.

“I tend not to just endorse something. I like feeling the stakes.”

Having come from an acting background, Jessica Parker is the first to admit she has a lot to learn about the fashion world.

“I know I come to the company in a rather unorthodox way but I’m not the first to be president of a company without the traditional background,” she says.

“Others have been successful in those endeavors and I do so hope I can be as well.

“Good manners, a point of view that is inspiring, that is hopefully smart, and an incredible passion and excitement and enthusiasm, as well as some experience of what I know about women, that having been pretty much the focus of my role in ‘Sex and the City’.”

The 23 year-old has already had numerous photo shoots in the sexy lingerie and is expected to be seen very shortly on billboards across the world sporting the clothing.

The promotional shots were released yesterday and show the brunette posing in underwear, mini skirts and tight shirts.

The campaign was shot in Los Angeles by fashion photographers Mert Alas and Marcus Piggott.

According to the an behind the campaign, Giorgio Armani, Fox is the perfect fit for his new range of lingerie.

“Megan is young and sexy and has a lot of spirit,” he said.

“Emporio Armani Underwear and Armani Jeans are all about a youthful attitude making her the perfect choice for the collections.”

New York, Los Angeles, London, Milan, Rome, Paris and Tokyo are some of the first cities who will get a glimpse of the new billboard advertisements, with many more parts of the world to get involved later on.

Fox, who made a name for herself as the love interest of the main character in the Transformer series, is expected to be back in the cinemas very shortly with her new movie Passion Play, where she plays an angel sent to help Mickey Rourke’s trumpet player character redeem himself.

A month later and those plans have been put well back on the shelf after a former best friend allegedly stole her designs for her own label.

Lohan had only just released the sketches for her new clothing line, 6126, which is a leggings line that also includes clothing.

The sketches to these designs have been stolen by her BFF stylist Patrick ‘Pootie’ Aufdenkamp who is reportedly keen to start his own line.

The pair has been friends since she was a teenager, but, despite warnings from friends not to trust him, they have remained close, until now.

A close source has reportedly told an American magazine of the dishonest acts by Aufdenkamp.

“He is now running off trying to do his own line…And telling people he’s going to Fashion Market Week in NYC on February 8 to debut his line,” They said.

While Lohan is believed to be quite affected and angered by the theft of her new creations, she put on a brave face for the media.

“I should’ve known better. But New Year for me and a new beginning! Health, happiness, success and love,” she said.

It is yet another hurdle in the career of Lohan who has been a actress-turned-singer-turned-train wreck-turned-fashion designer in recent times, only for this to derail her yet again.

Most would have thought her new range for 2010 would have been launched with a elegant, upper class event, however it was through the social networking site, Twitter, where it was achieved.

The controversial Hollywood actress tweeted last week:

“I need MORE followers i am so sad about this, how can i tell everyone abour my 6126 full collection COMING OUT! all clothing.”

The star of movies such as Mean Girls and Freaky Friday will begin her new challenge with a legging line and how to eventually bring out a full contemporary collection.

The new label will be manufactured by the same Californian firm that makes Ed Hardy and Joe Jeans, DNAM Apparel.

Prices for the new threads are expected to be quite pricey, averaging around $100 to $150 with leather jackets retailing for $300.

As expected, Lohan will promote her new range on numerous television shows, including documentary series, Double Exposure.

She was also expected to attend a major runway event overseas with designer Estrella Archs, who was brought in when South Floridian Esteban Cortazar quit the brand earlier in the summer rather than work with Lohan.

It seems Lohan has taken some notes on her recent role as an artistic director and put the theory into her new range.

After making a name for herself as the face of Australian tourism in the ‘Where the Bloody Hell are you’ ads, Bingle has had a mixed few years.

After being dumped by Channel Nine for her public misdemeanors, including an alleged affair with AFL star Brendan Fevola, she met with cricketing stud Michael Clark and has since become engaged the future Australian captain.

In a shock move, the 22 year-old left her management team, International Quarterback, to try her luck in the fashion business.

Reportedly on a half a million dollar a year deal with the agency, the move could well end up to a financial disaster.

But despite the risks, Bilge has her heart set on breaking the clothing industry.

Rumour has it that Bingle has been trying to sign a deal with a fashion chain to release her own range of fashion, just like Kate Moss did with Top Shop in the UK.

The whispers, however, were dismissed by Bingle’s new manager, Deb Baker.

“It’s fantasy at this stage,” said Baker who, it’s claimed, was recruited as Bingle’s rep following a recommendation from her close friend.

Despite the defense shown by Bingle and co., the rumours have not surfaced from nowhere.

With the split form her once loyal management, it appears the blonde pin up girl is destined to try her hand as a fashion icon.

The sexy Sydney star is now on the road to commercial stardom after impressing those at the lingerie giant.

The recent success of her Vogue Australia cover held her in good stead within the industry, and after meeting with French Vogue, 22 year old Taylor is set to reach new heights in the industry.

She has landed one of five Pink Angels spots on the catwalk at the massive Victoria’s Secret fashion show on November 19, with more work expected over the summer period.

If Taylor impresses the right people, she could join Miranda Kerr as a Victoria’s Secret Angel, not to mention the elusive multi-million-dollar contract she could get.

Speaking out publicly for the first time on the matter, Taylor revealed how she was so exited when she heard the noise, her celebrations were over the top.

“I was so excited, I think all my neighbours think I’m crazy because I made so much noise,” she said.

Back in her hometown, Taylor was recently linked with Kings Cross identity John Ibrahim.

Ibrahim has been known for his involvement in underground nightclubs across the city, and to have links with many bikie gangs around the area.

French style guru, Emanuel Ungaro, had hired Lohan as a style consultant for his company a few months ago with limited success.

After debuting her first collection during Paris Fashion Week last month, the movie star then had her efforts slammed by many critics who labelled her creations an “embarrassment”.

Ungaro spoke out about the actress’ disastrous efforts, saying he was powerless to prevent the deal going ahead because he sold the fashion house four years earlier..

“I’m furious but there isn’t a thing I can do. I have absolutely no link with that house,” he said.

“Ungaro is in the process of losing its soul. That happens to a lot of designers. We were the creators and patrons, responsible for the creation and destiny of our houses.

“But when we gave up our houses, we gave up our souls. Lindsay Lohan’s collaboration was a disaster.”

But in a turn of events, Lohan has now been offered new work by jeweller, Pascal Mouawad, who signed her up as a new style partner.
 
Lohan said she was excited by the new opportunity and chance to try new things.

“We’re doing something with a friend who owns Bebe. We’re doing a collection for them and we’re also going to be doing some other things,” she said.

The former Spice Girl has so far enjoyed considerable success in the fashion industry, with many celebrities already spotted wearing items from her VB collection.

Some of the big names to have donned the threads include, English media personality Carol Vorderman and Hollywood actor/singer Jennifer Lopez.

The wife of soccer superstar David Beckham is now keen to add shoes and handbags to her list of design achievements, and further enhance her fashion empire.

It has become a norm to see Beckham sport some of the world’s finest high heels and lavish handbags, however it appears she has finally had enough of advertising for her rivals, and now has her heart set on creating her own favourites.

A friend of Beckham spoke out this week about the former spice girls motives for the label expansion.

“Victoria is tired of promoting other brands. If she wears Christian Louboutin or Hermes people go and buy it,” she said

“She thought, ‘Why can’t I do this with my own line?’ Her VB collection has gone down a storm across the celebrity world. If this is repeated with her line of shoes, the range would be worth an absolute fortune.”

With the business set to expand, rumour has already circled that husband David Beckham is planning on building a design workshop for his wife at their Hertfordshire home to allow for the growth.

This week, the 26-year-old, who dates British actor Orlando Bloom, spoke out after speculation that she had shed pounds in order to fit into the tiny sample-size clothes at the Balenciaga fashion show in Paris two weeks ago.

She blamed the poses she had been forced to adopt for the shots, and insisted that a healthy lifestyle was essential in order for her to meet the demands of her hectic lifestyle. ‘The exaggerated poses for the shoot have made me appear thinner than normal from behind, but I am the same weight and measurements I have maintained for more than three years,’ she told Grazia Australia.

‘I am conscious of not only maintaining but promoting a healthy lifestyle and I wouldn’t be able to sustain the hectic nature of my modeling commitments if I wasn’t 100 per cent committed to feeding my body the food, vitamins and minerals it needs.’

Mark Vassallo, who styled the shoot for the Australian edition of the weekly fashion title, echoed Miranda’s comments; ‘She’s as healthy as anything. High fashion models are a special breed. They have long legs and they’re very narrow through the body – that allows clothes to hang beautifully. Miranda has no problem with her body at all.’

 Miranda, who is set to publish a book on nutrition later this year, told how she follows a diet based on her blood type to stay in shape.

‘I know what works for me,’ she said. ‘Primarily I’m vegetarian, but I will eat a small amount of fish and chicken – and once in a blue moon I’ll have a steak.

‘I’m adaptable – if someone cooks for me I’m not going to say, “Oh no, I don’t eat that”. I believe you shouldn’t be so strict with yourself – life is about having fun and enjoying yourself but it’s also important to know what’s good for your body and what energises your body.’

This is a brave move for Cruz knowing that Carrie Bradshaw is a much loved character, most were overjoyed that Bradshaw and Big wed at the end of the last film. Cruz’s character will not be a welcome addition and could even transcend to her personal life (we hope that this doesn’t happen and that fans realise that it is just a film, but it wouldn’t be the first time that this has happened).

Cruz – the Oscar-winning actress was spotted wearing a backless dress whilst filming this week at New York’s Empire Hotel with Chris Noth amid reports that she will play a work colleague with whom he may or may not have an affair.

Cruz will join the original cast – including Jason Lewis who returns as Samantha’s boyfriend Smith Jerrod – for the sequel, which is set to hit cinemas next summer.

Also spotted on the set this week was music legend Liza Minnelli, People Magazine reports. She filmed for three days in Manhattan and performed Every Time I Say Goodbye for the cast and crew as she completed her last day’s filming.