Supermodel Jodie Kidd launched a new range on the Oli label.
The home shopping brand hopes to rival the high street with its collection of dresses, knitwear and accessories.
Kidd said:" Ive been in the business for so long and this is the first collection I've ever been approached to design."
"I decided to keep it simple - all these pieces are things that I would actually wear. I'm a country girl, so there are lots of casual staples."
"I wanted to create classics that people would be able to keep in their wardrobes and bring out year after year."
Vogue reported that designers Jasmine Guinness, Ann-Sofie Back and Maria Grachvogel have also created ranges for the label.
Patricia Johnson
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