Online retailer Littlewoods has today named celebrity Myleene Klass as its new brand ambassador.
Designing her first clothing collection for the brand, Klass has focused on a women’s fashion line created to reflect the different roles of a working mum.
A TV & radio presenter, Klass is now working with the Littlewoods team to design a lingerie collection including swimwear.
Commenting on the move, Klass said:“This collaboration allows me to work with a brand which I have known and loved since childhood and it also lets me share my design ideas and bring them to life.
“I’m looking forward to inspiring others through my latest fashion collection.”
Last week, Littlewoods was named as sponsor of ITV show ‘Superstar’ starring Andrew Lloyd Webber who heads a panel of judges and last month broadcast a live, interactive TV show featuring interior designer Laurence Llewelyn-Bowen.
Following the launch show, which featured Llewelyn-Bowen’s latest homewares collection and allowing shoppers to interact with the presenter via social networking in real time, the online department store saw 4,000 users live stream the show, leaving a total of over 1,000 comments.
It is hoped that Klass’ family-oriented approach to work will further boost sales for the group.
Gareth Jones, Group Retail Director at Shop Direct Group, explained: “Myleene understands the challenges faced by Littlewoods shoppers every day in terms of balancing work, children, social life and the home.
“We look forward to working with her to provide simple and practical advice and to design collections that enable our customers to dress and feel confident whatever the occasion.”