Littlewoods is using its tie-up with TV stylists Trinny Woodall and Susannah Constantine to launch a new womenswear label in a bid to improve its trend credentials.
The collection, called Trinny & Susannah, will comprise six trouser styles and nine coats, with trousers priced at £39 and coats between £59 and £99.
The duo, best known for their TV makeover show What Not To Wear, recently launched a style advice service on Littlewoods' website, offering fashion tips tailored to people's individual body shapes.
In line with this, the new range will be designed with body shapes, rather than sizes, in mind.
"We've done a lot of work in the past 12 months to modernise our brand and product offer," said Gary Kibble, brand director. "This means improving product presentation as well as the quality and fashionability of the products."
The collection will be available from Littlewoods Direct in July and targets female customers aged between 26 and 55. It will be sold online as well as via the catalogue.
Also new at Littlewoods for autumn is womenswear from designer Ann Louise Roswald and footwear by designer Kirsty Doyle.It has also added Danish brand Ichi and women's young fashion label Wheels & Doll Baby to its offer.
Littlewoods said last week it had hired David Jones, former chairman and chief executive of Next, as non-executive chairman.