Sienna Miller Launching Her Own Line, In Ads for Another

WWD reports today that Sienna Miller is staring in fall ads for Tod's. It's the first time that Tod's has used a celebrity in its campaigns -- a move that fits neatly with the hiring of their first creative director, Derek Lam.

Sienna in Tods

Regular readers of Fashion Inc know that I am a big fan of the line Sienna and her sister Savannah designed for this fall, twenty8twelve.

Sienna in twenty8twelve at the Glamour Awards in London last night. (Photo by Eamonn McCormack/WireImage.com)

So I was really surprised she'd pose for ads of another brand. OK, twenty8twelve is clothes, not accessories, and Sienna is not posing in the ads for her label, but still. She's going to be a big part of the marketing -- doing store appearances and stuff -- so the move did make me question her commitment. (Unless of course she agreed to do Tods before twently8twelve, something I'm trying to find out.) As did the fact that she told Vogue.com that she did twenty8twelve because "Somebody offered my sister and I a lot of money to do the line and we said yes!" Usually I love it when celebrities are so blunt, but in this case I feel a bit sorry for Savannah, her fashion designer sis. For her twenty8twelve isn't a dalliance, it's a career.