This is what happens:
Emanuel Ungaro CEO Mounir Moufarrige made a “shocking” decision this fall (even by his standards), in appointing famous wild-child Lindsay Lohan to Artistic Advisor. And now he’s made another: That Lohan will indeed stay on with Ungaro, as “she has a job to do.” Lohan made her big debut in Paris for the Fashion House’s Spring 2010 collection alongside head designer Etrella Archs… and a big debut she made. Blazers with heart-shaped pasties, bandeau’s with glittery hearts resembling a stripper’s uniform, and second-skin leggings in true L.Lo style showered the runway. Needless to say, the audience responded with “polite applause” before racing to the nearest exit.

GUIBBAUD CHRISTOPHE/ABACA
On the other hand, if all Ungaro Execs were looking for out of the deal was a paparazzi frenzy and good sales, they got what they asked for. Moufarrige is notorious for being impatient with his designers and utilizing controversy to increase brand awareness. (He caused a huge shake-up in 1997 when he replaced head Chloe designer Karl Lagerfeld with the then 25-year-old Stella McCartney.) When asked about the harsh criticism the line received, Moufarrige told Reuters, “I am sure we can do better in the collection to be honest, but I think it was harsh … But it did sell well.”
It may have sold all right in the end despite criticisms, but what about a little thing called pride?? Ungaro no longer has a clear style aesthetic or strong following since the “man of the house” himself, Emanuel Ungaro sold the brand in 2005. And if the critics are anything to go by, it is indeed a safe assessment that Lindsay Lohan’s name alone made sales what they are for Spring 2010. Because it certainly wasn’t the clothes.
Though this hardly comes as a surprise, it has recently become public knowledge that Mr. Ungaro is disgusted with the direction his former Paris House is headed. According to reports, Ungaro recently told an audience that the house was “well on its way to “losing its soul.” He also called Lohan and Archs’ collection a “disaster,” and added, “I’m furious but there isn’t a thing I can do.”
And Emanuel Ungaro isn’t the only one angered by the acquisition. Former creative designer Esteban Cortazar stepped down due to reported disagreements over Moufarrige’s “advertising strategy.” It has also been rumored Cortazar’s refusal to work alongside Lohan played a huge role in the bringing in of Estrella Archs as his replacement.
If money and publicity are all Ungaro execs are looking for these days, it’s not a good sign of things to come. Disharmony within the house and constant criticisms that are sure to increase with Lohan’s continued involvement can only lead to disaster. It’s a real shame Emanuel Ungaro no longer has a say in creative operations, and as he so brutally put it, “When you give up your house, we’ve also given up our soul.”