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GMTV fashion awards scoops new sponsor

The Perfume Shop is the new sponsor of GMTV's annual fashion awards, which will take place on May 14 at Cafe de Paris in London. The event will be renamed The Perfume Shop High Street Fashion Awards 2007. The retailer will present its own award for best-dressed female star in high street fashion, which is voted for by shoppers at its 150 UK stores and through the GMTV website.