Celebrities love fashion, fashion loves celebrities, and as we’ve previously mentioned celeb supported online fashion startups are becoming the new celebrity clothing line.

Demand Media announced a partnership with Tyra Banks last June to launch an “interactive web property, an engaging online video series and unique mobile applications” that “closely supporting her core mission to expand the definition of beauty.”

That partnership also made Banks a shareholder in Demand Media, who recently had a successful IPO. The web property portion of the arrangement is scheduled for a March 15th launch. Already, there’s a Nowness style pre-launch – obviously more mass than high end – with a daily question available to people who connect to the site with their Facebook account.

Perhaps more interesting than the site is the deal itself, which could make Banks one of the highest netting online fashion startup entrepreneurs. While Kim Kardashian probably does have some role in choosing which shoes are available on ShoeDazzle, and it’s not beyond belief that Kate Bosworth gives the okay on some of the selections on JewelMint, there’s nothing in SEC filings to suggest either is a significant shareholder.

While Banks’ 375,000 warrants to buy Demand Media shares at $12* don’t make her the biggest financial winner in the Demand IPO {Business Insider} they would net her company more than $4.7 million at Demand’s current share price of $24.55. That’s without anything even launched.

Currently enrolled in classes at Harvard Business School, Banks has quite a bit of media experience, of course. so it makes sense that she’ll net more for her  endorsement than Kardashian or Bosworth. It’s probably even more of a win for Demand, who insists they aren’t a content farm, but are still struggling with a perception that the machine generated topics used to spur writers and take advantage of easy to target search terms result in low quality pieces, bordering on spam.

America’s Next Top Model and the now defunct Tyra show may not be Masterpiece Theater when it comes to television content, but they’re both extremely successful: the former has spawned 20 international editions, and the latter earned two daytime Emmys. If nothing else, Banks has proven herself to be effective at making fashion and style topics entertaining for a mass audience. Even if Demand’s bots can do as good a job at selecting those topics, it certainly can’t hurt to attach a human face to a project where the hope is that the audience is there not because they’re searching for something, but because they already know what they’re looking for.

Build that, and there’s probably a good chance the search spiders will come back.

*Post updated to reflect changes in number of warrants owned by Banks’ company, BEI, from 750,000 to 375,000 and an excercise price change from $6 to $12 as shown in a recent SEC filing by Demand Media.

It was officially announced yesterday that Tyra has signed an endorsement deal with IMG to guide her company in the right direction. The deal will give Banks commercial endorsements and fashion related opportunities.

“IMG is proud to work with Tyra, one of the worldâ€s most iconic supermodels and media personalities, and it is our pleasure to welcome her back.” said Ivan Bart, SVP and Managing Director of IMG Models Worldwide. “She has an immense and loyal following, and we are thrilled with the opportunity to partner with her as she embarks on a new and exciting period of brand-building. IMG will help expand her relationships with companies through endorsements, and will assist her in developing business relationships with sponsors whose missions she feels strongly about.”

In case you’re wondering why this is such a big deal, IMG is the agency of record for other star enterprising models like Gisele Bundchen, Heidi Klum and Kate Moss in New York. IMG Models is a division of the same company that produces New York Fashion Week, and many other fashion weeks and events around the world. Tyra is very positive about the transition, hoping to “align herself with the brands she believes in, and help all involved gain success and grow their businesses.” {Talking Makeup} The model (TV host at the time) who told critics to “kiss my fat ass” wouldn’t be the first supermodel to make a comeback (Linda Evangelista, Christy Turlington and many older 90s models have been seen on runways and in ad campaigns). With the growing popularity of body types that are more Coke bottle curvy than waif straight, it seems that Tyra’s timing is pretty good.

This also comes on the heels of a recently announced book series called Modelland, which from descriptions sounds a bit like Harry Potter with prettier people.

“Drawing from an area of expertise she is avidly passionate about, Tyraâ€s MODELLAND is the story of a teen girl in a make-believe society who finds herself competing for a way of life that’s both hotly desired and woefully out of reach at an academy for Intoxibellas, the most exceptional models known to humankind. As the plot unfolds, readers will uncover lessons that are buried beneath the surface of this magical world.” {the Cut}

If Andre Leon Talley’s appearances on America’s Next Top Model are anything to go on, don’t expect any run of the mill wizard capes like at Hogwarts. In Modelland, we’re pretty sure they’d all be designer. We aren’t sure if Modelland will bring Tyra JK Rowling-like publishing success, but we can’t blame her for trying.

When she announced the end of the Tyra show, Tyra promised more projects to come, so the moves should come as no surprise.  is such a strong and empowering female force to be reckoned with-or should we say fierce to be reckoned with. When she “retired” from the runway in 2005, we thought her various TV projects would keep her away, but it seems like the allure of fashionable old habits was too difficult to resist. If there’s a pattern to her retirements though, perhaps it means the Tyra show won’t be gone forever.

Though critics joke that The Tyra Show has mostly been a forum for Tyra, it’s also been a source of information and female empowerment for women of all ages from all over the world. After completion of this year’s 5th season, Tyra herself has officially Twittered that “it’s true y’all. The 5th season of ‘The Tyra Show’ will be it’s last.” Over the past four seasons The Tyra Show has explored multi-faceted and controversial subject matter that directly relates to issues that are familiar to many, and picked up 2 daytime Emmy awards for doing so. While we could pass on the televised colonic, we do applaud the former model for being just out there enough to press the issue in such a public way.

Tyra’s decision does not come as a total surprise; her retirement from modeling came at a point where she still had viable options. She will continue working with America’s Next Top Model and True Beauty while exploring other outlets for her creative visions. According to Banks, future projects will “reach more women and young girls to help us all feel as fierce as we truly are.”

Read more {Second City Style}

Read more {People}