American stores are working hard at the moment. Barney's have hired Carine Roitfeld to style their catalogue and Christmas windows, as well as securing the editor to appear in their Fall 2011 campaign and are currently working on a big collaboration with Lady Gaga. But Barney's aren't the only ones working on big projects. Today Macy's announced that they are teaming up with Giambattista Valli as part of their Impulse design series.

The collection will be based around the designer's signature pieces with prices starting at $50. "Our customer loves fashion," the store's executive vice president of marketing and advertising Martine Reardon told WWD. "[She] can't necessarily go to couture fashion shows and doesn't want to spend $1,000."

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Top row from left: Antonio Berardi; Christian Siriano, Vera Wang. Bottom row from left: The Row, Rebecca Taylor, Jeremy Laing

In digital age where we're as excited about what people are wearing to the shows, as much as the clothes appearing on the runway the role of the editor continues to grow. Where before it was focused on creating beautiful shoots and pages in magazines, editors like Anna Dello Russo are now becoming their own brand and are building on their new found fame by signing on to collaboration after collaboration.

ADR has mastered this. This week images from the campaign of Macy's private label brand INC have been released. What's interesting about them is that as well as styling the campaign, Dello Russo also makes an appearance alongside Karolina Kurkova showing that brand's are willing to embrace (or jump on the bandwagon) of her new celebrity status. In the past year Giovanna Battaglia and Kate Lanphear have both showed off the designs of Eddie Borgo in his lookbooks and last week Carine Roitfeld was the subject of Macy's Fall 2011 campaign. Five years ago who would have imagined that editors would go from styling models in campaigns, to being the subjects themselves?