Shop Direct owned Very has launched a delivery service at Virgin Media’s V festival, which it claims is a world first for a music event.

Very, the official fashion partner for the event, will bring its Collect+ next day delivery service to festival goers at the event’s Chelmsford site on August 18 and 19.

The online fashion store has also designed a capsule collection, which has its own bespoke mobile site, which can be picked up within an hour at the Very tent at the festival.

The 50 piece ‘Festival Favourites’ collection includes staples from tents to wellies.

Very retail director Gareth Jones said: “Very is well known for easy, stress-free online and mobile shopping delivered where and when it’s convenient for our customers. As the official fashion partner for V Festival, we saw no reason not to extend that offering to festival goers.”

To promote the service, Very will have a team scattered around the festival taking orders from the attendees. Shoppers picking up orders will also be able to prepare for the festival at Very’s ‘Glam Pods’ which include tepee changing rooms , mirrors and hair straigtheners.