Littlewoods owner Shop Direct Group has formed a tie up with its online fashion brand and TV show The X Factor., which offers over 400 brands including its celebrity endorsed range with presenters Fearne Cotton and Holly Willoughby, will become the first fashion partner of the ITV show, which pulled in almost 12 million viewers on Sunday night.

As part of the deal will host a dedicated section of The X Factor’s website at where fans of the show can access exclusive weekly fashion content related to the show.

The section of the site will include a weekly video of the fashion trends shown on the programme and advice on how to recreate the look.

The X Factor finalists will also take part in a fashion shoot showcasing key pieces from’s autumn 10 collection. The fashion section of the site will go live in late September.  

The partnership also includes a potential collaboration between the finalists and the designers to create a range of T-shirts which will then be sold through the website.