The OMG generation will love this. Very, a new online shopping experience from the people behind Littlewoods, hasn’t just brought celebrities to the design table — it has them on speed dial, too.

Well, not exactly speed dial, but its 21st-century cousin, the website forum. Now, as well as buying clothes designed by Fearne Cotton, you can chat to her today (July 8, 3-6pm) about when to start wearing the faux leopard coat with orange buttons from her new collection, or whether the harlequin over-the-knee socks are a bit much with her blue taffeta puff ball skirt.

Caprice, Jasmine Guinness, Holly Willoughby and Amanda Wakeley are offering their design skills too. And then, of course, there is Peaches Geldof. The spiritual Twitter chief has launched her second range for PPQ on the site. It is full of sweetheart necks and tiny hemlines. She designed the range “with fantastic cuts” for women of all body shapes and ages , she says (despite there being very few grandmothers with the legs for her skimpy ideals).

But then the Very concept isn’t for grandmothers; it’s an interactive shopping adventure that tweenagers and twentysomethings are going to adore. There are trend tips, inspiration pages and a monthly magazine for those of us not yet surgically attached to our iPhones. Check out the styles and chats on very.co.uk.

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