TV presenter Holly Willoughby has designed her latest collection for Very.co.uk with "real women" in mind.
The bubbly blonde, who is famed for her womanly curves, was adamant that average-sized women would look better in her designs than typically super slim models.
She launched a nationwide competition to find women to fit the criteria and posed with the eight finalists as she unveiled the new line.
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"I want to show the clothes as they should be seen on real women with real figures walking down the catwalk," Holly said at the presentation. "This is when the clothes will look their best."
For the event, Holly herself opted for a candy pink dress, £59, that made the most of her voluptuous figure, teaming the bright number with a pair of white heels.
The rest of the collection offered tropical prints and bright summer shades in an array of flattering dress designs.
Asked which celebrities Holly would like to dress, she replied: "That tropical print dress has Kelly Brook all over it!"
The competition , which was launched on Very.co.uk’s Facebook page, proved hugely popular, with women from all over the UK showing off their curves in her flattering designs.
"Holly's collection is all about pieces that are flattering , feminine and wearable," said Jon Owen, Retail Director of Very.co.uk.
"She designs with real women in mind and always considers different shapes and cuts to ensure that there is something for everyone.
"We are thrilled that she is inviting real women to participate in her fashion launch event to show style editors how Holly’s style really works for the everyday woman ."
Four winners will showcase items from Holly’s Summer 2013 collection in a professional catwalk show in front of fashion media, before partaking in a fashion PR shoot where they can model their favourite pieces from Holly’s collection.