Whilst we wait patiently for Miss Selfridges' collaboration with Gossip Girl to arrive in store, another part of the fashion industry is embracing the shows style. Matthew Williamson has dedicated a window display in his New York store to the series with a sign that reads 'What did Chuck do?' In an episode from the new series (to be shown here next week), Blair (played by Leighton Meester) stars in a scene where she shops in the boutique whilst wearing a silk halter dress from Williamson's Spring collection. Costume designer Eric Daman explained the use of Williamson's clothing in the show. "I wanted it to represent innocence, purity, vulnerability — characteristics that are not usually explored with Blair’s character. So the creamy draped chiffon was…[the] perfect incarnation to give a nod to Blair à la Joan of Arc or Fay Wray.” Are you surprised that Gossip Girl doesn't use it's style credentials more?