We’re used to celebrities creating their own fashion lines.

But what about fashion lines making their own celebrities?

American Eagle is set to try, according to an article in WWD. The haven for college sweats just launched 77e, an internet common room with music videos, album reviews, and its very own reality show, Class of ‘08 - that’s its blonde star, Chelsea, at left.

The retailer is also doing a sitcom, called It’s a Mall World, where the leads wear American Eagle clothing and the director is Milo Ventimiglia, the cutie from Heroes (though we’ll always remember him as the hippie dropout from American Dreams…)

But is this the wave of the future?

In some ways. It seems everyone’s scrambling to brand their own internet universe, and having a TV show broadcast your clothes instead of a commercial? That’s brillliant.

But TV has to be good - or at least, really bad - in order to watch it, and we’ll never find an addiction better than Weeds.