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Last updated at 00:07am on 26.10.06
Debrett's has listed Victoria Beckham as one of its 100 people of the year
For more than 200 years it has been the arbiter of etiquette and behaviour.
Rating a mention in one of Debrett's worthy tomes has traditionally pointed to aristocratic leanings, distinguished achievement - or perhaps just great wealth.
But it seems that in its bid to revamp its dusty image of old, Debrett's is looking for some rather different qualities in its subjects - and, if anything, behaving badly helps.
People of the Year describes itself as a celebration of our 'meritocratic society' and includes the 100 people from all walks of life who a team of experts at the company say have characterised the past year in the life of the nation.
The list will doubtless raise eyebrows for those included, and omitted.
Among the more curious choices is comedian Russell Brand who claims to have been addicted to drink, heroin and sex, and claimed the dubious 'achievement' of sleeping with 2,000 women.
He was recently labelled a 'vile sex predator' by Australian singer Dannii Minogue after he tried - and failed - to chat her up.
Supermodel Kate Moss has seen her career go from strength to strength despite allegations that she took cocaine.
Ironically she appears on the list alongside Jane Shepherdson, the brand director credited with transforming Topshop - and who resigned earlier this month following the announcement that Moss was to design a range.
Former Spice Girl and footballer's wife Victoria Beckham who has flitted from singing to fashion, to publishing her own book of tips on the subject finds herself elevated to the title of social power broker.
After her much-publicised battle against breast cancer and return to the public stage Kylie Minogue is simply credited as a superstar while Ricky Gervais is a comic genius.
Sir Elton John and David Furnish enter the book as Life Partners.
Damien Hirst and graffitti artist Banksy continue the distinctly modern theme.
Figures from the sporting world are included such as rising tennis star Andy Murray and footballer Thierry Henry.
Even football bosses are included with Jose Mourinho and Russian plutocrat Roman Abramovich.
Others are more worthy and carry out their work further from the public eye, including human-rights activist Shami Chakrabarti and Doreen Lawrence, titled simply as 'mother'.
She continues to campaign for the educational rights of black children after her son was murdered, and Shami Chakrabarti, the human-rights activist.
Two comedians who feature were chosen not for their highly successful day jobs, but for more unusual achievements in 2006.
David Walliams, of Little Britain, trained for a year to swim the English Channel in aid of Sport Relief, while Rowan Atkinson, titled rather grandly a defender of free speech, led a high-profile campaign to oppose a Government-proposed Racial and Religious Hatred Bill.
It is no great surprise that Tory leader David Cameron rates a mention. But perhaps most notable for his absence is Prime Minister Tony Blair.
A spokesman for Debrett's said the final 100 had been selected by a panel of Debrett's staff.
'Society picks its icons in a way that no individual PR or media machine can fully control, and this is reflected in the final selections,' she said.
'The people in the book have all shaped something this year, or done something particularly interesting. This is a celebration of our meritocratic society.'
The glossy coffee table book will be on the self on October 30. Debrett's Peerage and Baronetage was first published in 1769.
The latest publication, comes two years after Debrett's was the subject of a £1 million buyout by a group of venture capitalists eager to update its dusty image.
It is intended to be one in a series of a new titles aimed at adapting the traditions of old for a more modern readership.
Earlier this month the company produced Etiquette For Girls - a very modern take on manners.
