The new series will feature New Look clothes and the retailer’s branding will be prominent within the title sequences.
Channel 4’s head of sponsorship, placement and funded content David Charlesworth says: “Having always maintained that product placement will be integral to squaring the circle of measurable value within the funded content arena, we’re pleased to demonstrate such an innovative approach as an industry ’first’.”
The show will visit a different UK town in each episode pitting contestants against each other in a fashion stylist competition. The winner of each programme will be decided by a live viewer vote.
Viewers can also produce their own collections online, with the best outfits modelled in the programme.
The creative for the series will be developed by Channel 4’s agencies Twofour and Monterosa and New Look’s creative agency Mother. The show will air this summer.
ITV was the UK first broadcaster to feature product placement on its programmes. On 28 February, the day product placement was allowed in the UK, a Nescafé Dulce Gusto coffee machine featured during This Morning.
Broadcasters must, by law, display the new “P” logo for three seconds at the start and end of programmes and after any advertising breaks where brands feature paid-for references.