Their PR management team know the ODs target audience - not very bright, lower middle class, 20&30 somethings, who aspire to a 'posher' lifestyle and who believe that wearing Clemmie's tat jewellery or having a pink velvet chair will magically propel them up the social ladder. The type of women who used to dot their i's with a little heart at school and who think Radley handbags are aspirational. These women also like their men to be totally emasculated, totally domesticated and have never had a decent duck in their lives.
Ergo, Clemmie & Simon are their icons. Both totally sexless, posh voiced, cutesy mannerisms, vapid and obsessed with acquiring stuff, stuff and more stuff.