Sure, in the average fashion show, there might be a token celebrity model - say, Dita von Teese at Jean Paul Gaultier's last couture show, or Pamela Anderson at Vivienne Westwood's A/W'10 ready-to-wear presentation.
But then, Tom Ford is not your average fashion designer. The former Gucci and Yves Saint Laurent designer's return to womenswear after six years concentrating on menswear and film directing, is the most-anticipated moment of the Spring 2011 season.
So it's not that surprising to hear that, following news that Ford has cast French starlet Lou Doillon to walk in his clothes, he has also persuaded some rather more A-list celebrities to model his first own label collection - namely, fellow designer Victoria Beckham and superstar Beyonce Knowles. Not only that, but The Daily blog reports that "every model is a celebrity", and that the designer himself will "walk [read: "talk"] the audience through each look personally" - a fabulously retro technique most recently employed by Beckham for her own fashion presentations.
Ford's highly-secretive, high-security showcase will take place later today at New York Fashion Week, and is expected to be shown before a very select audience. Details are leaking out tantalisingly slowly. And don't expect to be any the wiser once the show has finished. Reports suggest that all those present will have to sign confidentiality agreements and there will only be one official in-house photographer allowed to snap the looks on all those A-listers - and even those images won't be released until January 2011 when the clothes hit the rails, to prevent copying.
So now you know; the first trend emerging for Spring 2011 is: hush-hush is the new hype.