FANS of HBO series Sex And The City (SATC) have much to cheer about as a little piece of its fashion hits stores here later this month.

SATC costume designer and stylist Patricia Field, who has also worked on the TV series Ugly Betty and the movie The Devil Wears Prada, has teamed up with British label Marks & Spencer (M&S) to produce a one-off fashion collection.

Called The Patricia Field Collection for Marks & Spencer, it will be available from the last week of October at the Paragon M&S outlet.

"It's just amazing to be working with an iconic brand like Marks & Spencer," New York-based Field, 65, said in a statement.

"I wanted to get involved with a brand that understands women of all ages, and which would work closely with me to create a collection that was relevant to them."

Those who think of M&S as dowdy will surely doubt that a collaboration with Field, known for being fashion forward and her sometimes-outlandish outfits (think Sarah Jessica Parker's tutu outfit in SATC's opening credits), would actually turn out well.

But the line of 35 pieces, shown to the Singapore press in a preview yesterday, sees M&S tempering Field's adventurous tendencies while retaining traces of her quirky style in small details like buttons and belt clasps.

What she has created are classy, beaded linen shift dresses, jacquard dresses, trench dresses with leopard-print linings, and even, body-skimming toga-inspired dresses - all at affordable prices from $120 to $390.

"My first thought was that it was a very unlikely pairing, then I thought, 'This is genius,' because what Field did in Sex And The City was to make four different women identifiable through their clothes," British Vogue executive fashion editor Calgary Avansino told British newspaper The Telegraph.

"That theory of 'every woman' is sort of what Marks & Spencer stands for," she added. And it's a smart move for M&S too. After all, a celebrity name can help add cache to a brand.

Pop star Madonna, for example, designed a one-off line for Swedish label H&M, while Kate Moss designed for British highstreet label Topshop. Spanish actress Penelope Cruz and sister Monica also tried their hands at a collection for Spanish label Mango.

How successful are such alliances? The answer is in the sales.

Madonna's range, M, helped push H&M sales up by 18 per cent last March. And, when the line was launched in New York, items such as belts and small purses sold out within a mere two hours at its Fifth Avenue branch, according to news agency Reuters.

Singapore fans of SATC are excited about the M&S collection.

"I love the clothes in SATC and I'll definitely check out the collection at Paragon as soon as it arrives," said Nanyang Technological University student Deana Saechang, 22.

The Patricia Field Collection for Marks & Spencer will be available in the last week of October. As there was no confirmed release date, customers are advised to call the M&S store, located at Paragon #03-33, 290 Orchard Rd (Tel: 6732-9732), before visiting.

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