A Manchester fashion label has signed a new and exclusive deal with a Love Island star Michael Griffiths - ahead of their highly-anticipated London store launch.
The Couture Club has partnered with the 27-year-old, from Liverpool, who starred in the hit ITV2 show this summer.
The duo behind the firm have described Michael as the “perfect fit” for their brand, which is about creating street-style products that are premium quality, at high street prices.
Co-founders Ross Worswick and Scott Shashua secured ‘Michael x Couture’ ahead of the opening of their London store, at Westfield Stratford, this September.
Former reality TV star Ross, 30, said: “Michael suits our brand and he’s got the look – but the most important thing for us is he wore our clothes before he went on Love Island.
“He’s a genuine customer, so in a world full of paid posts and social media influencers it’s nice to be able to work with someone who is an actual lover of our products.”
The Couture Club currently has two stores, at the Trafford Centre in Manchester, and the Metrocentre in Newcastle.
The co-founders started out with £5,000 in 2015, and have transitioned from a bedroom brand, into an Instagram brand, into a fashion empire.
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They now have customers spanning the globe and plans to open more stores.
Michael, who is on a six-month deal, will be attending the glamorous launch of the new Westfield pop-up shop alongside influencers, footballers and celebrities.
As a long-time customer of the company, he said: “I’m really excited to be working with The Couture Club, it’s a brand I’ve had my eye on for years.
“The designs are very me. If I was to design my own clothing it would be very similar to their products.”
“The clothes allow you to express yourself, because you’ve got your dress-up and dress-down wear – you can be smart and casual at the same time.”
Michael modelled products from the brand’s new AW19 collection, and selected his ‘top picks’, which people can shop now.
“The photoshoot was so much fun,” he added.
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“I’ve thought about outfits you might need for different occasions, like chilling, airport attire, or an outfit for a date or a night out with the boys.”
The Couture Club, which launched in 2015, has worked with a number of reality stars including Love Island’s Alex Bowen, Wes Nelson and Jack Fowler.
Co-founder Scott, 31, added: “As part of our deal Michael will be wearing our clothes, doing social media posts and photoshoots.
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“But he’ll also be doing personal appearances for us which is great, because it means his fans get the chance to meet him.
“He’ll be attending student events at our stores around Christmas.”