I don't believe these celebrities designed an inch of anything selling. They just use the celebs so the line sells better. There is nothing special about the collection at all. With a line like Madonna for H&M, they at least tailored the collection to represent the celeb's style, but for this, it could've been anyone's collection for anything.
Also, the little lip stick print on the ad bothers me SO much. It looks like it was taped there as an afterthought, and it seems kind of cheerleader/teenage-drama-queen ish to me. Something VS models would do, not Penelope...