Sarah Jessica Parker launches the cheapest designer dress

Since Sarah Jessica Parker signed up a year ago, the store has put out inexpensive lines by celebrities including former Wimbledon champion Venus Williams and top surfer Laird Hamilton.

With her fashion cachet from Sex and the City, the actress could have had her pick of designers, particularly with the release of the film version later this year.

The discount chain which now has 264 stores in the States built on the back of 'razor-thin' profits on each item. It is owned by two 44-year-olds who started out selling clothes adorned with university logos

She admits: "I had never heard of Steve &Barry's, and I didn't know anyone who had. But I loved their manifesto and ideas."