Dame Vivienne Westwood is to give the Brit Awards a makeover by designing next year's trophies.
The fashion queen will be the first star name to revamp the trophy in a huge overhaul of the annual music bash which will also see the "outstanding contribution" prize disappear.
Brits bosses have already announced that the show will move to a new home at London concert venue the O2 Arena.
The show will also have a new Oscars-style approach focusing on the best album prize as the prestige award.
It will mirror the Academy Awards' concentration on best film with a longer celebration of each of the nominees and the announcement forming the climax of the show, instead of the honorary "contribution" title.
Dame Vivienne will be first in line to restyle the trophy in a move which will see leading figures add their touch to create a bespoke look each year.
The event - which takes place on February 15 - has for the past decade been staged at Earl's Court in West London, but will find a new home at the O2, which is already one of the world's leading concert venues.
Another innovation will see music artists themselves taking part in choosing winners, alongside figures from the industry who already cast their votes.
But the change of emphasis will mean the outstanding contribution gong - won by artists such as Sir Paul McCartney, Fleetwood Mac and Oasis, who closed the show with live performances - will be dropped.
Shortlists for the 2011 Brit Awards will be announced on January 13.