Giles Deacon for New Look

First there was H&M, then there was Target, then there was Kohls (Vera Wang), then Nine West, then Gap (Roland Mouret), and now New Look is doing a collaboration with Giles Deacon, who just won designer of the year at the British Fashion Awards by the way.
I live in the US, so I'm not too familiar with New Look. I was looking through the website, and the clothes look very cheap, like Gap-ish. Giles can do much better than this, I wish H&M or something respectable would take him on.