Heiress slash model, Lydia Hearst, designed 100 PUMA bags for Heatherette, and when Britney Spears asked for one of the bags, promising to be photographed with it at a Heatherette show, Hearst turned her down. Accordingly, Britney was a no-show at the show. Lydia told the New York Daily News:

I’m only giving the bag to accomplished young women who are doing something positive to affect the world around them. They are women I look up to and respect, like Gwyneth Paltrow and Sarah Jessica Parker and Anne Hathaway. They share the same high standards of giving back to the communities in which they live.”