Shop Direct-owned etailer has signed Coleen Rooney to front its new advertising campaign.

Rooney will star in the online and home shopping retailer’s £4.5m autumn TV campaign, modelling the season’s new collections. She will also feature in Littlewoods’ home shopping directories and act as style ambassador, giving customers advice on key trends.

Shop Direct retail director Gareth Jones, said: “Coleen is the perfect ambassador for Littlewoods. She has great style, a real interest in fashion and is a very approachable and warm personality. Not only do our customers identify strongly with her, they also have huge admiration for her work championing fashion and style for real women.”