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TV presenter Holly Willoughby has been signed as the brand ambassador for Oli, the new premium label from home shopping retailer Otto UK. Models Jodie Kidd and Jasmine Guinness and designer Maria Grachvoge have designed their own Oli Fusion capsule ranges. Oli, which made its debut on Wednesday, will be available to buy online via dedicated website. The brand will also appear in a separate catalogue called the Oli Style Guide.