The latest wave of activity hopes to build on the Very.co.uk ‘fashion police’ initiative, which ran earlier this year during Celebrity Big Brother - the first of its kind to air on UK broadcast TV.
Agostino Di Falco, partnership director at Channel 5, called the deal "cutting edge", adding: "We’re sowing the seeds for product placement to generate a tangible return on investment for advertisers."
Rachel Gibbs-McNeil, associate director, Carat Sponsorship, said: "Media is fuelling the change in retail we’re experiencing. The work with Very.co.uk has already achieved genuine cut-through by supporting the brand in its aim to stand out in a highly competitive marketplace, and paving the way for this continued retail evolution".
Very.co.uk is part of Shop Direct Group and sells more than 800 brands, including celebrity collections from Fearne Cotton, Holly Willoughby and Jameela Jamil.