Have you heard the news? Designer Jill Stuart has decided to shake things up with her label, opting to sign Lindsay Lohan as a spokesmodel rather than renewing contracts with Whosit and Whatsherface.

And, according to WWD, this campaign marks the very first time that Stuart has chosen a celebrity for her ads! Which makes it semi-revolutionary!

Lindsay Lohan might usually be seen in Gucci, Chanel or Prada, but come fall, she'll be hawking a whole new label: Jill Stuart…

"I can't say enough fantastic things about Lindsay," Stuart said of her choice to go with the starlet rather than a model. "She is sexy and smart, exactly what the Jill Stuart woman embodies."

Unfortunately for Jill Stuart, however, Lohan's finer attributes (i.e. intelligence* and sexiness sluttiness) only half qualify her to represent the clothing label. For, despite being impressed by her star wattage, fashion experts are claiming that Lohan falls short in other categories by failing to encapsulate the overweight suburbanite, 50-something divorcé and "your mom" demographics.

*Stuart's words, not ours