The WhatLilyLoves web site includes a daily diary blog from Allen, where she reveals the inspiration for her designs, store listings and a preview of some of the items in her collection.
The fashion line - called Lily Loves - features dresses, jewellery and footwear and ranges from£5 for a flower ring to£50 for the Fox Trot Ruffle dress. Lily Loves will launch in 312 New Look stores throughout the UK and Europe in early May.
Pop star Allen has become the latest celebrity to collaborate with high street fashion chain New Look. She follows in the footsteps of Hollywood actress Drew Barrymore, who last month was revealed as the face of designer Giles Deacon's new Gold collection for New Look.
TV presenter Kelly Brook is also in her third season of designing for the retailer. Brook designed a spring/summer swimwear range last year, an autumn/winter lingerie collection this year and another swimwear range for this spring.
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