It's a mantra being increasingly chanted by celebrities entering the fashion game — from Sarah Jessica Parker, with her Bitten line for Steve & Barry's, to Sheryl Crow, with her new denim collection, Bootheel Trading Co. by Sheryl Crow. As the vendor and retail landscapes increasingly consolidate, both sectors are looking for an edge wherever they can get one, and are searching for celebrities to join the likes of Mary-Kate and Ashley Olsen, Gwen Stefani, Sean "Diddy" Combs, Beyoncé Knowles, Jennifer Lopez and Justin Timberlake.

Monogue said that, unlike the one-season partnership the brand had last fall with Fall Out Boy bassist Pete Wentz, called Clandestine Industries for DKNY Jeans, he doesn't see the Bilson line as a one-shot deal.

"It has the potential to go long term," he said. "Stores are looking for something new to have on the floor, and we are confident that they will really like what they see. The line with Pete was really great for us and having him in our ad campaign was a huge success. But since Pete's line was already being sold elsewhere, we saw it as more of a limited partnership. With Rachel, we are really launching her. This will be her first foray into fashion, and she's a girl, so that will be a strong connection to our customers."