Amy Winehouse isn't known for her reliability these days, but P.P.Q. is taking a chance and hoping to create a fashion line with the star.
Including statement jewellery, the pieces will all be approved by the star and she will assist in their creation.
It's hard to say how big a role Amy Winehouse will actually play on the P.P.Q. collection, but the company does tend to love unpredictable celebrities.
Implications - The recent recession caused budget-tight consumers to make their purchases at more affordable thrift and vintage stores. This caused a surge of grunge fashions in the marketplace; consumers appreciate these styles for their simplicity and ability to convey their values to their peers. Companies can manufacture grunge styles to appeal to young and fashionable demographics.