Digital department store Freeman’s has named broadcaster and musician Myleene Klass as the face of its holiday shop.

The summer line includes the retailer’s exclusive Lascana range. To showcase the collection, Klass was photographed in Majorca wearing a range of garments from the collection, including swimwear, vest tops, printed palazzo trousers and animal-print dresses.

Myleene Klass said: “Everyone knows about Freemans, so I was delighted to get the call.  In fact, Freemans was probably where I first started taking an interest in fashion.”

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The new collection comes as the online department store announced last year it was changing its strategy to target the 40+ female shopper.

According to the brand, signing Klass is a continuation of its strategy, using “age-appropriate” celebrities to inform consumers as to the store’s offerings. As part of this strategy, the company also signed Sophie Ellis Baxtor in Autumn 2024.

Susie Calvert, chief merchandising officer of Freemans, said: “It’s great to work with Myleene to showcase the very best we have to offer around holidays and the warmer months to come.”