“IT'S CALLED GOSSIP AND OF COURSE IT'S AN OBSESSION OF MINE -ANDY WARHOL

Some brands will forever be linked with their celebrity endorsers. What would women's wear line Kate Moss Topshop be without, well, Kate Moss? Or Gisele Bündchen's sandal line, Ipanema by Gisele, without the supermodel's name, image and unrelenting promotion? And yet other bold-face celebs have chosen a decidedly less in-your-face approach. Who but the most fanatical know that the William Rast jeans line isn't owned by anyone named William Rast, but instead is backed by the guy who "brought sexy back," crooner Justin Timberlake?

-Forbes
July 28 2008