'The Only Way Is Essex' have signed a multi-million pound deal with Select Fashion which will see favourites Georgia Kousoulou and Kate Wright wearing their clothes on screen.
The reality TV show has taken pen to paper for a new mega-money sponsorship, negotiated by ITV, Lime Pictures and SelectFashion.co.uk, which will run throughout 2016.
ITV's Business Development Director Jason Spencer, said: "Select is a great brand fit with the 'TOWIE' programme and we look forward to working together to activate the many elements of this new partnership."
'TOWIE's Georgia and Kate have been chosen as the brand's ambassadors and will be seen wearing pieces from the firm every week in a bid to boost shop awareness and drive sales for future expansion.
Lime Pictures' Senior Brand Development Manager, Sinead Dean, explained: "We are really excited to bring this partnership to life on screen as well as across our broader 'TOWIE' channels. Lime Pictures has the capability to really integrate a brand into its programming output in a broad thinking and credible way."
Meanwhile, 'TOWIE', which has been running for five years, is set to hit screens this weekend with a brand new series.