Newcomer to Fashion Week unable to bring old ad rivals together.(Brief Article)

Diary's always one for a bit of haute couture high jinks, even if we don't know the difference between Clockhouse at C&A and Chanel. Last week saw the streets of London full of frocks -- yes, it was Fashion Week.

Matthew Williamson, member of the British brat pack, had his catwalk show last Monday in a "top London venue" to publicise the launch of his autumn/winter collection.

Williamson, who pulled in the most glamorous, star-studded front row, clearly has a head for issues of global branding, and makes his bread and butter through working as a consultant for companies such as poor old Marks & Spencer, Motorola and Procter & Gamble.

Last year, he decided it was time to take the world by storm and hired Saatchi & Saatchi to put his name on the international fashion circuit, dahling. "I want to turn it into a global brand -- I want it to be a name you'd say in the same breath as any other international designer," he pledged. Blimey -- better get going then.

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