Never Fully Dressed partners with Channel 4's Made in Chelsea

By

Barbara Santamaria

Published
Mar 25, 2019

Fashion brand Never Fully Dressed will be promoted by Made in Chelsea cast members Sophie Habboo, Melissa Tattam and Sophie Hermann across their social media channels as part of a new partnership with Channel 4.

Habboo, Tattam and Hermann will also wear Never Fully Dressed clothing in the 17th season of the Bafta-award winning reality TV show, which starts this Monday at 9pm on E4.

The brand, known for sleek wrap dresses and printed skirts, targets women aged 25 to 35 years old and has previously launched a TV ad in partnership with ITV’s Love Island.

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The new tie-up with Made in Chelsea continues its efforts to build brand awareness across the UK. It will be the series’ first fashion partnership and leverage All 4’s shoppable feature.

Jonathan Lewis, head of digital innovation & partnerships at Channel 4, said: “This partnership marks a new phase in our integrated offering to brands who want to reach young people within their favourite shows.  Being able to 'shop the ads' on All 4 means we can offer a fully integrated experience for retailers who want to take advantage of Channel 4’s unrivalled youth audience.”

Lucy Aylen, founder of Never Fully Dressed, added: “The partnership encapsulates the aspirational yet achievable sweet spot that NFD dominates in the market. It’s a fresh way to build on the existing relationship we have with the talent.”

Founded in 2009, Never Fully Dressed has built a reputation for chic, easy-to-wear dresses. “We've become the one stop shop for sophisticated sass,” the brand says on its website, sharing images of models and influencers wearing silky blouses and printed jumpsuits.

The deal was brokered in Manchester by Media Agency Group and 4Sales.