Geek chic turns high street Ugly

AS CHANNEL 4's Ugly Betty she is a gawky fashionista-in-training -her unsightly braces, unwaxed brows and love of brash colouredknitwear tragically at odds with the high fashion surrounding her.

Off screen, the reality could not be more different. US actressAmerica Ferrera's onscreen alter-ego is making a massive impact onthe world of fashion. Her frumpy faux-pas may be laughed at onscreen,but the high street is ready to cash in on so-called 'ugly chic'.

Cult American show Ugly Betty was launched on Channel 4 earlierthis month after it became a ratings winner in the United States,attracting more than 16 million viewers. The sitcom features geekyBetty Suarez, who is sufficiently 'ugly' to be hired by glamorousfashion magazine Mode in a bid to stop the magazine's womanisingeditor from straying.

Fashion experts claim that young women, inspired by Ugly Betty,are already buying 1970s printed nylon blouses, thick wool A-lineskirts and lurid cardigans.

The ABC television network, responsible for the show, is alreadyselling copies of Betty's pearl 'B' necklace, which is a replica ofone worn by Anne Boleyn. The show's website is also offering fans thechance to buy Betty's wardrobe from the series. And Betty's look ismaking an unlikely star of her thick-rimmed glasses. GloriaMaccaroni, director of marketing at Alain Mikli, the upscale brandthat makes the 'counter-chic' specs worn by Ferrera, has said theshow has created a massive trend for red frames.

"After People magazine featured the frames, versions turned up inevery optical store on Madison Avenue," she said.

Gloria Baume, a fashion editor at Teen Vogue, has said shebelieved Betty's geek-chic look is impacting the catwalk, with somedesigners emulating the look. "Paul Smith did it in London. Lacostedid it here in New York. Luella also did the geek look. In her ownkind of funny, twisted way, Betty has her own sense of style," saidBaume.

Betty's frumpy fashion creations may be the butt of many of theshow's gags, but her 'ugly' credentials have helped Ferrera emerge asa cultural icon. The actress will appear on the cover of next month'sCosmo Girl magazine talking about the new public service campaign, BeUgly '07, which has launched on the back of the show.

Aimed at promoting self-esteem in teenage girls, it sends amessage aimed at redefining beauty and dispelling stereotypes. Thecampaign encourages girls to "be real, be smart, be passionate, betrue to yourself and be ugly".

Ferrera won a Golden Globe for her part in the show last week andsaid in her acceptance speech: "I hear from young girls on a dailybasis how [my character] makes them feel worthy and loveable and thatthey have more to offer the world than they thought."

Beyond the social implications, Scotland's fashion experts believethe ugly-chic look has the potential to make a lot of money.

Designer Belinda Robertson said she's seen a greater demand forconventionally 'ugly' garments: "Movies like The Devil Wears Pradaand shows like Ugly Betty have had a real knock-on effect on fashionat home and abroad.

"The idea of 'ugly chic' does not mean that the item is ugly butrather the designer or brand in question is putting their spin on agiven trend. Hand-knitted garments are definitely back in, so toothat kind of 'my mum could have knitted it' look. There's a wholemove towards understatement and people are coming in looking forcomfort more than ever before."

Annette Lamb from Harvey Nichols said: "Like the [Ugly Betty]show, there have been a lot of Seventies and Eighties looks hittingthe racks. Bright colours and mismatched items are also making areappearance, which is great to see - we will see a very eclecticlook re-emerge this summer.

In the series, Betty dresses for herself, not to please anyone. Ifthat can be favoured in real life, that is a good thing."

ON THE INTERNET www.abc.go.com/primetime/uglybetty/index.html

HOW TO GET THE LOOK

Hair: untamed locks, heavy on frizz and light on styling. Betty'sdark, long mane has given new credence to the 'just got out of bedlook'. A curtain-style fringe completes the look.

Teeth: bright sparkling braces are back. Betty's toothy grin hasbecome best known for its metal.

Make-up: little or none. Less is more and au naturel is back.

Facial hair: eyebrows unkempt and bushy. In the sitcom, Betty'sevening rituals involve, amongst other things, moustache waxing.

Glasses: thick-rimmed and brightly coloured.

Clothing (on top): ponchos, baggy cardigans and brightly colouredT-shirts. Betty's look is all about bright, brash colours andmismatched twin sets. Think primary.

Clothing (on bottom): Straight, knee length skirts, ill-fittedbaggy pants. Thick, woollen black tights obligatory.

Shoes: round toes and beige wedge shoes.