The makers of hit ITV series The Only Way Is Essex are reported to be in talks with high street retailers about launching a clothing range.
Independent production company Lime Pictures, which makes structured reality shows, registered trademarks for clothing, footwear, headgear and nightwear on June 10, according to TV industry bible Broadcast.
Retailers such as value fashion chain New look are now understood to be mulling over the type of product that could feature in the range. Speaking to Broadcast, Lime said it was in talks with a number retailers, manufacturers and distributors, and it added that the deal wass not close to being completed.
Plans for a fashion line are part of a wider strategy to develop the TOWIE brand though merchandising, which could also include beauty and electrical products. Lime is working with licensing agency CPLG on the project.
If Lime strikes a fashion licensing deal, it is likely to receive both an initial payment and a share of revenues that the range generates.
Sam and Billie Faiers (pictured), two of the show’s stars, have already made a move into fashion with their young fashion store Minnie’s Boutique, which was launched during an epsiode of TOWIE. It stocks brands including Lipsy, Truffle Shuffle and D Brand Denim.