House of Fraser has inked a deal with retail TV personality Mary Portas to create a collection for the department store.
The launch of the collection will be featured in a Portas television show, expected to show on Channel 4 later in the year.
It is the first time Portas has gone as far as to endorse products and clothing directly with her high-profile name. Previously, she is understood to have been wary of compromising her independent consumer-championing status with such a project.
The project also coincides with her appointment by the government to review the future of the high street.
Other TV fashion stars have embarked on similar projects to Portas’ clothing range. Makeover specialists Trinny and Susannah launched a similar project with Shop Direct several years ago, while Gok Wan has a range of body sculpting lingerie sold via N Brown’s Simply Yours internet site.
The collection will target women aged 40 and over.
House of Fraser chairman Don McCarthy said: “This is a very exciting opportunity for House of Fraser and for Mary.”