"Eponymous brands aren't that popular with analysts and investors now. You can only take an eponymous..." — Peter York

The White Company offers its loyalists an altogether better, whiter world. The White people have edited out any colours that aren't white, off-white, milk chocolate, grey, taupe or black. They can't be doing with Johnnie Boden's cheery Sloane jokes, his spots and stripes, his occasional 'if it's me, it's U' loud colours.

Prince William looks good in uniform and Man-at-Hackett black and white tie (he has grown up wearing it constantly); less certain in his suits, which sometimes look borderline archaic; and variable in casual. But completely comfortable in the Sloane uniform of non-designer jeans and chocolate-brown suede loafers. He'll look fine in Boden.

All I'm saying is that Louis Vuitton and L'Oreal didn't invent branding at some point in the mid-Eighties. Big, reassuring names have been around a long time.

Celebrity poverty, that's the hidden scandal in Blair's Britain. You can't help but worry for them. A girl I knew developed X-ray eyes for celebrity sorrows. She taught me to read the subtext of the down-market celebrity interview, she knew all the Hollywood codes, and followed the deep backgrounds.