Very will host an area of the X Factor site from which visitors will be able to view exclusive weekly fashion content related to the show and buy branded merchandise including clothes and household items such as duvet covers.
The Very section of the site will go live in late September and include a weekly video of the latest fashion trends shown on the programme.
The X Factor finalists will also take part in a fashion shoot in the contestants’ house to model clothes from Very’s autumn/winter collection. They will also work with Very designers to create a series of t-shirts which will be sold through very.co.uk.
Mark Rosenegk, FremantleMedia’s VP of brand partnerships in the UK, said, “This is the first time we’ve had an official fashion partner for The X Factor and we couldn’t have found a better one than Very. This deal allows for all parts of its business to benefit and these benefits will be passed on to its customers.”
The companies will run an integrated marketing campaign including online, social media, print and PR.
This story first appeared on newmediaage.co.uk