Very.co.uk Introduces Dee-V by Diana Vickers

LIVERPOOL, England, May 23, 2011 /PRNewswire/ -- Known for her original sense of style, Diana's capsule collection with Very.co.uk consists of eight key women's wear pieces for SS11 which are set to be an instant hit.

Diana Vickers firmly stamps her quirky, vintage signature style on her debut collection of women's dresses and playsuits ( http://www.very.co.uk/women/jumpsuits/e/b/11103.end) adorned with whimsical blossoms, embroidered bird's and subtle dog prints.

Designing for any occasion, Dee-V includes a selection of pieces fit for a night out on the tiles. A multi-coloured Aztec sequin dress injects glamour into a tired wardrobe, while wide leg jeans and casually cut cotton tees provide dressed down alternatives, for those lazy Sunday afternoons.

With Mad Men proving to be a mammoth fashion hit, Diana works with mid length hemlines and chic A-line styles to make the trend wearable for all, while short shift dresses (http://www.very.co.uk/women/dresses/e/b/1655.end) showcase her homage to the swinging 60s.

Describing her collection Diana says,

"It is fun with a sophisticated twist. It's full of quirky prints and bold, fun colours. The pieces all reflect my approach to fashion, which is generally to try and have fun and I think this is what customers would expect. I want people to look at the collection and see that it has come from me."

The Dee-V collection is now available online at Very.co.uk, fast women's fashion (http://www.very.co.uk/) delivered straight to your front door, all at the click of a button.

Notes to editors:

    
    - Littlewoods is part of the Shop Direct Group, the UK's
      largest online and home shopping retailer with sales of circa GBP1.7
      billion

    - Shop Direct Group has 5 million active customers across the
      business and employs around 9,500 people

    - Brands within the Shop Direct Group portfolio include
      Littlewoods, Very.co.uk, Woolworths.co.uk, Littlewoods Ireland,
      Littlewoods Europe, Additions, K&Co and Isme.

    - Shop Direct Group Financial Services offers customers a wide
      range of credit, insurance and warranty products