It looks like music impresario Simon Fuller (of ‘Spice Girls’ and ‘American Idol’ fame) is serious about being taken seriously by the world of fashion. Fuller has just recruited Susanne Tide-Frater, former creative director at Harrods and before that Selfridges. Tide-Fraser, a heavy-weight in London’s fashion retail scene, has joined Fuller’s ‘19 Entertainment’ company specifically to help develop its fashion collections which include dvb by Victoria Beckham and Roland Mouret.

Tide-Frater, now a brand consultant, has more than 15 years of fashion retail experience under her belt and is largely credited with establishing Selfridges as a serious player in the world of high-end fashion in the early 2000s. She left Selfridges to join Harrods where she developed and implemented the retailer’s exclusive ‘By Appointment’ personal shopping service that caters to high net worth individuals. Her specialty is developing brand identity. She also sits on the Advisory Panels of the British Fashion Council and Fashion Fringe, the prestigious competition that seeks out and nurtures young fashion design talent in the U.K. Hmmmm. Could this mean that there will soon be more Roland Mouret ‘RM’ to love? I do hope so.

Left to right: Susanne Tide-Frater; Simon Fuller with designer Roland Mouret and model.

It was a busy day in the Big Apple for Victoria Beckham - front row fashion, clothing line launch and new hairstyle.As the former Spice Girl revealed her debut fashion collection to a handful of fashion’s elite editors on Monday, she also showcased a daring new hairdo, a short spiky crop.

Super svelte Victoria deemed New York Fashion Week the perfect time and place to debut her new collection via private viewings at the historic Waldorf hotel.She revealed even husband David had not seen all the finished pieces, although he regularly texted throughout the showcase for progress reports.

The novice fashion designer described her collection of ten dresses as “classy”.Each fashionable frock is typically Victoria Beckham, super figure-hugging, though all feature a modest below-the-knee hemline.

It’s safe to say Victoria Beckham is not having the best week ever. Kitson and Fred Segal have dumped Posh’s DVB fashion collection after poor sales and lack of promotional work.

Fraser Ross, owner of Kitson, has blamed Victoria’s constant refusal to do in-store appearances for the failure of the jeans, which sell for over $200 a pair.

He says, "We asked her PR people so many times for her to appear but she didn’t. Celebrity lines are no different from an album or music tour. They have to be promoted to sell."

Expect to see the DVB collection at your local Wal-Mart store soon or the goodwill.