My life has been buried beneath the Melt London label for quite some time now.

Not a terrible way to suffocate, but maybe there is more to living than fashion?

No! What blasphemy, surely not?

Slip into the Barbican for a quick culture fix and along side the violin concerto comes the irresistible offer of a Victor and Rolf exhibition.

Stop off on route at Louis Vuitton, to view Marc Jacobs's latest handbags, the successful collaboration between a luxury goods company, a mega star fashion designer and a contemporary sculptor………………………………so very now! Throw into the mix a covering article by the Sunday Times Magazine and the three-way develops into a media four-way, which, hey presto, ensures happiness for all concerned.

Even a stroll through Hyde Park will bring you to the startling sight of the Serpentine gallery's temporary Frank Gehry pavilion. An architect beloved of fashionistas everywhere, he has created amazing visual art for all to share. Although surprisingly it does lack top designer label branding, (the sponsor Tiffany, is more posh gift list than seasonal must-have-it-now waiting list).

Did no one think to ask Prada or Gucci to co-sponsor a large advertising hoarding as a backdrop to the project? The by-line could read something along the lines of, "after a hard day working on his world famous designs Gehry always does Bond Street" or "Gehry; a life lived outside the designer wardrobe is really no life at all."

The most popular of current collaborations must be anything eco meets any celeb/retailer/designer or musician. And every publication's favourite, is eco + Gwynnie Paltrow + her pesticide free baby, Apple. Truly enough to make me wish to bury the whole opportunist bunch under a pile of landfill plastic bottles.

Reading back over this piece, I think that I am starting to suffer from a bout of collaboration rage. If I mix this with the boredom I feel for the media coverage of on trend male tears, the result will definitely be a heady and potent cocktail of cynicism on the rocks, always best sipped slowly at the end of a tough day.

On a very positive note, Melt London ( www.meltlondon.co.uk ) is not currently endorsed by any celebs, we do not have an in-house pet architect, nor is the design room powered by free-range turbo ants, and yet, I'm happy to report that sales for summer 09 are great, the diary is packed and my fashion world seems almost perfect.