JD Williams has named Lorraine Kelly as its brand ambassador, with the TV presenter set to design her own collection for the home shopping retailer next year.
Lorraine for JD Williams, available in sizes 10 to 32 and targeted at women aged 50 and over, will launch in July and be available via the company’s website and catalogue.
The launch will be supported by a TV campaign starring Kelly, due to air in September. Prices range from £20 for a jewelled jersey top to £150 for an embellished party dress.
Kelly’s own designed collection for JD Williams will launch next January. No further details have been provided.
Angela Spindler, chief executive of JD Williams owner N Brown Group, said: “When we looked at who we’d like to work with on a new collection Lorraine came top in all our customer and colleague research. She’s aspirational yet accessible and always perfectly dressed, the perfect role model.”