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Tesco unveils face of Diamond Boutique lingerie

Tesco has announced Jessica Taylor, star of the TV series Dancing On Ice, as the new face of its Diamond Boutique premium lingerie range which is designed by Michelle Mone founder of lingerie firm MJM International.

The debut Diamond Boutique collection, which has just gone on sale, features 12 designs in luxurious materials such as silk, satin and chiffon. Prices start at £7.

“MJM International and Tesco hope to position Diamond Boutique as a ‘must have’ fashion lingerie brand and have aspirations for it to quickly become one of the biggest volume designer lingerie brands in the UK.”

Terry Green, chief executive of clothing and hardlines, Tesco

New styles will be introduced every eight weeks, and are available in sizes 32A to 38D for bras and 8-18 for briefs.

Terry Green, chief executive of clothing and hardlines at Tesco said: “The collaboration with MJM International is a very exciting one and we believe that Diamond Boutique will prove popular with our customers. The new brand will offer everything a designer label does in terms of quality, design and fit, but at Tesco prices.”

He added: “MJM International and Tesco hope to position Diamond Boutique as a ‘must have’ fashion lingerie brand and have aspirations for it to quickly become one of the biggest volume designer lingerie brands in the UK.”

Taylor is also a former member of pop band Liberty X as well as being the wife of England cricketer Kevin Pietersen.

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