Very.co.uk, part of Shop Direct Group, is to become the first fashion partner of The X Factor.

Very.co.uk offers more than 400 brands, including its celebrity-endorsed range with presenters Fearne Cotton and Holly Willoughby. As part of the deal, Very.co.uk will host a dedicated section of The X Factor's website, where fans of the show can access exclusive weekly fashion content related to the show. The X Factor finalists will also take part in a fashion shoot showcasing key pieces from Very.co.uk's fall 2010 collection. The fashion section of the site will go live in late September.