The NFD deal will see the reality show's cast members Sophie Habboo, Melissa Tattam and Sophie Hermann wear its goods.
During the linear TV boradcasts, contextual ads of cast members wearing NFD pieces will appear during the ad breaks. Meanwhile, on the broadcaster's All 4 catch-up service, ads run though the platform will be 'shoppable', allowing fans to immediately buy the items the stars are wearing.
The deal was brokered by Media Agency Group and 4Sales ahead of the show's return tonight (25 March).
Jonathan Lewis, head of digital innovation and partnerships, Channel 4, said: “This partnership marks a new phase in our integrated offering to brands who want to reach young people within their favourite shows. Being able to 'shop the ads' on All 4 means we can offer a fully integrated experience for retailers who want to take advantage of Channel 4’s unrivalled youth audience.”
Lucy Aylen, founder of Never Fully Dressed, said: “The partnership encapsulates the aspirational yet achievable sweet spot that NFD dominates in the market. It’s a fresh way to build on the existing relationship we have with the talent, and the advert elevates our creative in a new way for us. All very exciting.”
At the same time, Channel 4 announced Sensodyne as sponsor. The deal with the GlaxoSmithKline brand, was brokered by 4Sales and Publicis Media Agency and will run across all 17 series and repeats across all platforms, including on All 4.