January 23, 2013 10:18 ET

Big Brother Launches 'Fashion Police' as Part of Integration

LONDON, UNITED KINGDOM--(Marketwire - Jan. 23, 2013) -, Carat Sponsorship and Endemol announce the next phase of their Big Brother partnership - a 'fashion police' task to be aired this week on Wednesday 23rd January at 9pm on Channel 5.

The activity is the next phase of the Channel 5 and partnership, which saw the online retailer become an official fashion partner to Big Brother for 2013.

On Wednesday evening, viewers will watch as Big Brother selects the most fashionable housemates and assigns them the role of the 'fashion police'. The stylish enforcers will then select outdated and dishevelled victims to take part in a makeover that will feature solely branded products from

The fashion task builds on's innovative 'click to buy' page hosted on Channel 5's and's websites, allowing viewers to buy products as seen in the iconic Big Brother House. As the official fashion, home and furnishing license partner, is supplying home and electrical goods, branded dressing gowns and suitcases for the celebrity housemates.

Jon Owen, director at, said: "We have been very pleased with the results of our partnership with Celebrity Big Brother to date and are excited to take this to the next level with this inventive brand and product awareness activity. This task should provide great entertainment while showcasing our unique own brand and household name fashion ranges to a wide audience."

Rachel Gibbs-McNeil, Carat Sponsorship associate director, said: "We created the fashion police task as a unique way to drive further engagement and build on the / Channel 5 partnership. It's an innovative take on using branded editorial content to maximise viewer engagement for in the entertainment space."

Claire Heys, director of brand partnerships and licensing at Endemol, said: "Endemol have been delighted to work closely with to bring such a young, dynamic fashion brand to Big Brother's core 16-34 audience by collaborating closely on the fashion police task."

Agostino Di Falco, partnership director at Channel 5, said: "Our partnership with and Carat goes from strength to strength with creative solutions being at the core of everything we're doing together."


  • boasts celebrity collections from Fearne Cotton, Holly Willoughby, Jameela Jamil and many more.
  • sells more than 800 brands - including leading fashion labels and our own brands.

SDG brands include:


Follow us @verynetwork

Like us

Read us

Contact Information